When the team at Citi Group approached us seeking help with their website, branding, and broader marketing strategy, we were excited to get stuck in!
With an expert team of professional and fully qualified engineers, Citi Group has been delivering effective and efficient electrical engineering solutions for over 25 years, for clients in all sectors across the UK.
“The business has seen quite a few changes over the last few years, with new contracts won, new clients brought on board, and the expansion of our team and services into new sectors,” says Nick Thackray, Managing Director here at Citi Group. “When we came to sit down and have a proper look at our brand and the way it was being presented to existing and potential clients, we realised that it didn’t ultimately reflect who we are as a company, or what we offer to our customers.
“I initially found Kimberley and the team at Root Fifty-Two after someone recommended their work via LinkedIn. After visiting their website to scope them out, I decided to get in touch and see how they might be able to help us. Following an initial get-to-know-you chat, we decided that Root Fifty-Two were the team for the job, and set to work with developing a new website and bringing our look more up-to-date.”
“Once we’d had our initial chat with Nick and the Citi Group team, we managed to outline three core aims for their marketing strategy,” says Kimberley Thompson, Managing Director at Root Fifty-Two. “Firstly, there was the issue of their website achieving poor visibility in search results, which was having a knock-on effect on the number of visitors to the site and the number of enquiries the team were receiving.
“Secondly, we found that the website, with its single-page structure, didn’t clearly present the company’s service offering – it was difficult to get a proper sense of who they are and what they do. And thirdly, the overall look of the brand didn’t seem to marry up with what we knew about the business – that they were well established and had been enjoying a great reputation across the North West for a number of years. After we’d outlined the areas for improvement, we put a dedicated creative team together and got to work!”
“In working with the Root Fifty-Two team, our aim was always to make slight modifications to the brand and logo as a means of modernising the overall look, but once we’d seen some of the concepts that Michael, the team’s Creative Lead, had put together, we decided a more substantial rebrand would be the best way forward. The result is a look that’s clean, minimal and professional, which we believe is not only more modern, but also helps us to stand out amongst competitors in the current market.
“When it came to the website, we trusted the Root Fifty-Two team to work their magic, and we’re very happy with how it has turned out. In terms of design and user experience, it’s a huge step away from our old website. The new site not only clearly outlines our key service areas, allowing us to better demonstrate our experience, accreditations, and specialist industry knowledge, but it also more accurately reflects who we are as a business, bringing our look and the impression of our brand more closely in line with our success and current position in the market.”