Citco
From administrator to accelerator: a transformative brand for a new era
The CEO of a global administrative services firm serving the alternatives industry set out to redefine its role—not just as a back-office provider, but as a strategic growth engine powering the world’s largest asset managers.
For more than seven decades, Citco has been a trusted provider of administrative and financial services to the alternative asset management industry—delivering fund administration, custody, and banking services. But as the industry evolved, so did the challenges. Citco’s clients were facing mounting complexity: tightening regulations, escalating cybersecurity threats, and the explosive growth of increasingly sophisticated investment products. At the same time, a new wave of competitors was beginning to encroach on Citco’s core offerings.
Recognizing both the risks and opportunities in this shifting landscape, Citco’s CEO set a bold new course: to extend the company’s lead by investing in innovative technology and tailored solutions designed not just to support clients—but to accelerate their growth.
When we spoke with Citco’s clients, the message was clear: “out of control” administrative burdens were undermining operations. In this high-pressure environment, asset managers weren’t just looking for an outsourced administrator. They needed a true partner—one that could help them manage their business more efficiently and grow it with confidence.
Citco’s new brand answers that call. Built around a powerful promise —”Your Foundation for Growth”— the brand positions Citco not only as a platform for operational excellence but as a strategic enabler of client success. A refreshed verbal and visual identity brings this narrative to life, showcasing the company’s investments in advanced infrastructure as a catalyst for growth in a demanding, fast-moving industry.
To support Citco’s expanding vision, we also developed a sub-brand for its portfolio management division, Mercator, and crafted a distinct strategy and messaging platform for its rapidly growing corporate governance offering.
Following the launch of the new brand and website, Citco’s transformation became clear: a legacy leader newly recognized as an essential growth partner to the world’s top asset managers.
