NEW YORK, Nov. 15, 2018 /PRNewswire/ -- CIT Group Inc.
(NYSE: CIT) today 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.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8401051-cit-group-refreshes-brand-bank-like-you/
"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 CIT
Chief Marketing and Communications Officer Gina Proia. "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 also 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.
About CIT
CIT is a leading national bank focused on empowering businesses
and personal savers with the financial agility to navigate their
goals. CIT Group Inc. (NYSE: CIT) is a financial holding company
with over a century of experience, approximately $50 billion in assets as of Sept. 30, 2018, and operates a principal bank
subsidiary, CIT Bank, N.A. (Member FDIC, Equal Housing Lender). The
company's commercial banking segment includes commercial financing,
real estate financing, equipment financing, factoring and railcar
financing. CIT's consumer banking segment includes its national
online bank, CIT Bank, and a Southern
California branch bank, OneWest Bank. Discover more at
cit.com/about.
CIT MEDIA RELATIONS:
John M.
Moran
212-461-5507
john.moran@cit.com
Olivia Weiss
212-771-9657
olivia.weiss@cit.com
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SOURCE CIT Group Inc.