Differentiating a commercial finance leader for a phase of accelerated growth 

For more than a century, CIT has been the financing backbone of America’s small and midsize businesses. In an increasingly competitive marketplace, this Fortune 500 commercial lender needed to identify and communicate a compelling value proposition that could set it apart from other financial institutions and resonate powerfully with CEOs.

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The Knowledge to Get Growing.

While CIT serves companies in many vertical markets, what unites all of them is a powerful desire to grow. The new brand, distilled in a tagline, Put Knowledge to Work, underscores these deeply-held beliefs: that the people of CIT are uniquely knowledgeable about their clients’ business, and that they are willing to roll up their sleeves to help them grow.

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Building Growmentum.

The new brand has accelerated growth momentum. An advertising campaign translates the brand into an entirely new language of portmanteaux – invented words that combine the multiple facets of CIT’s value proposition. An internal engagement campaign challenged employees to devise their own portmanteaux; hundreds of new words were submitted. From sales support materials to content marketing, all communications channels work together to emphasize that thought capital is as powerful a driver of growth as financial capital.

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