Citadel and Citadel Securities are, respectively, the most profitable hedge fund manager of all time and the world’s leading market maker.
The firms’ immense and sustained success is partly a product of a uniquely ambitious and collaborative culture, and partly the work of geniuses. Lots of geniuses.
The firms compete with household-name financial and technology companies for exceptional talent. Their challenge—which became our challenge—is to communicate what makes the firms’ culture and opportunities distinctive, in a way that’s digestible for the web yet substantial enough to pique the interest of some of the smartest people on the planet.
The Highlights
Voice of the culture. Citadel seeks to communicate firm culture through brand voice—the resulting voice uses the concrete language of fact to express limitless ambition.
Within the walls. We created detail pages for key roles that give talent a glimpse into what they’d be doing and why it’s exciting, at an unusual level of detail for the industry.
Getting on message. The sites forced us to think deeply about the exact substance of what we had to say. We distilled this knowledge into messaging toolkits that could be applied beyond web, across all communications with key audiences.
