Brian Crooks

ThankYou Network

2004 – 2007

The Brief

Paula Scher had recently finished designing the logo for ThankYou, but the strategy and visual identity system were still outstanding. I was hired to turn the logo into a brand.

The Solution

The ThankYou program was going to be used throughout Citi and Citibank as well as with external partners. With every participating member of the ThankYou program having their own creative and marketing teams, it was important for the ThankYou team to clearly communicate the system for when, where, how and why to use the ThankYou brand. The result was an extensive visual identity system handbook outlining all aspects of the program, from photography style and how to use the quotes, to how ThankYou should speak to customers. In an effort to help the ThankYou team in their efforts communicating the program, we produced a large format brand book to image their message.

My Role

I was responsible for all design and strategy for the program. I also acted as the account manager, maintaining and building the relationship with the ThankYou team.

Completed at Pentagram.