CIT Group Inc. revealed a simplified and refreshed brand identity aimed at presenting a more cohesive market presence following a multi-year transformation of the company. The effort includes a new marketing campaign, tagline and website reflecting CIT’s consumer and commercial businesses.

“With a deep heritage and a renewed focus on our strategic direction, it was time to evolve our brand identity to reflect our position as a national bank aimed at empowering our customers to turn their ideas into outcomes,” said CIT Chairwoman and Chief Executive Officer Ellen R. Alemany. “The new positioning puts our customers and their goals front and center. Whether they are a business looking to finance needed equipment for their growth or a personal saver seeking to expand their banking strategy, CIT has the expertise to help them get there.”

Lens of Opportunity

CIT’s visual identity system is centered on a “Lens of Opportunity,” which is where a customer’s goal comes to fruition. What starts as an idea, represented by a sketch, becomes a reality with focus, expertise and financial agility powered by CIT. 

Bank Like You 

Also new to the campaign is the “Bank Like You” tagline, which reinforces that CIT is focused on empowering customers and putting them and their financial goals front and center. 

“As we embarked on our journey to evolve the CIT brand, we set out to establish a simple and cohesive position that reflected a newly-transformed company and a diverse customer base,” said Gina Proia, CIT Chief Marketing and Communications Officer. “Whether a customer comes to us for business financing, commercial lending or personal savings, we want them to know that their goals are our goals. The brand work brings this mission to the forefront.”

As part of the brand initiative, CIT has launched a new website that includes an integrated view of its products and solutions for personal savers, small and mid-sized business owners and commercial clients seeking financing. In addition, the CIT Direct Capital brand will transition to become simply CIT as the company creates a more simplified market approach in its Business Capital division.

CIT collaborated with the creative agency TAXI to help bring the brand revitalization to life.