CIT: Building Growmentum

In an increasingly competitive marketplace, CIT needed to identify and communicate a compelling value proposition that could set it apart from other financial institutions and resonate powerfully with CEOs. Research revealed that clients recognize CIT's deep understanding of their business, and appreciate how the company's highly experienced lending professionals take the time to learn about their challenges as well as their aspirations.

The new brand 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. An advertising campaign translated the brand into an entirely new language of portmanteaux -- invented words that combine the multiple facets of CIT's value proposition.