The Space to Succeed.

In 2020 I had the pleasure of working with the team at Athletics NYC on the Citrix brand identity. They were tasked with redefining the brand from the ground up, taking the identity from a tech provider to a strategic partner focused on the entire employee experience.

Building upon their brand platform of “The future of work is the space to succeed,” I helped Athletics define the core identity behavior across an interconnected system of contextual, active, and ambient motion. Striking a unique balance between warmth and precision, this behavior system stretches across the entire Citrix brand, from apps and interactive experiences to advertising campaigns and recruitment tools.

This project was listed in Underconsiderations ‘Best identities of 2020’.

Credits.