Citadel Group rebrands to Citadel Edge, via Principals
Branding agency Principals has rebranded The Citadel Group (Citadel) to Citadel Edge.
The announcement:
Branding agency Principals has rebranded information technology company The Citadel Group (Citadel) to Citadel Edge.
With a track record of managing large-scale, high-profile technology projects for federal and state governments as well as large corporates, Citadel encompasses entities including Noventus, Gruden, Citadel People, Defence Digital Solutions and Citadel Technology.
Looking to streamline branding across the group, Citadel called on Principals to create an overarching brand architecture and positioning backed by a refreshed brand identity.
Citadel Edge CFO & COO Jenny Martin said: “We needed a brand that would highlight our credentials as a viable alternative to the tier one firms in the space – one that reflected the depth of our capabilities, unified the group, and clearly communicated the value we deliver to customers.”
The project began with a series of executive and leadership workshops where Principals worked with the Citadel team to determine how best to group several entities under one brand.
Through consultation, the agency determined a market position that would align with Citadel’s objective to build a reputation as a multi-capability trusted Australian IT expert.
Through this process, the new name, Citadel Edge, emerged. It speaks to the organisation’s drive to stay ahead of the curve and how the offering adds up to more than the sum of its parts. The new name is grounded in the brand idea ‘Ambition Made Possible’.
The refreshed visual identity builds on the brand’s heritage and introduces a dynamic hexagon symbol with a vibrant colour palette that gives a strong sense of direction.
Principals creative director Rachel Terkelsen said: “Citadel Edge turns complexity into clarity and ambition into achievement for its customers. The new brand brings sharper definition to what Citadel stands for and positions it clearly in a crowded, competitive market.”
To support the brand identity, Principals has developed brand guidelines and a new website for the business that will launch in the coming months.
Citadel Edge’s Martin added: “The team at Principals helped us to define a brand that feels bold, transformative and future-focused. It brings together our people, our capabilities and our ambition under one clear identity.”
Source: Principals
