Sarah Edmands Martin

DESIGNER

Associate Professor
University of Notre Dame

Designer, artist, and scholar working at the intersection of visual communication design, critical fabulation, and media aesthetics. 


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Citibank

Data visualization, infographic design, layout design, publication design 2019
An annual report designed for Citibank featuring original data visualizations and layout design which highlight the company’s year-end financial data. 
     










Concept


This annual report for Citibank embodies the bank’s corporate identity by maintaining a clean, structured, and data-driven aesthetic. The design leverages Citibank’s recognizable blue color scheme to establish consistency across the various sections of the report, reinforcing trust and professionalism. Various shades of blue create subtle hierarchy, differentiate data sets, and guide the reader’s eye through complex financial information. This restrained use of color ensures that the content remains the focal point, avoiding unnecessary visual distractions.












data visualization

infographic design

layout design

publication design





































The typographic treatment follows a modern, sans-serif typeface, which aligns with Citibank’s forward-thinking, global image. The type is clean and highly legible, balancing large headline fonts with smaller body text to create a smooth reading experience. The hierarchy, too, is balanced, with key figures and data points highlighted in bolder or larger text, making them easy to scan. Subheadings and section dividers contribute to the structured layout, ensuring that Citibank’s extensive financial information remains easily digestible.











“As of 2024, Citigroup, the parent company of Citibank, is ranked 21st on the Fortune 500 list, with reported revenues of approximately $156.82 billion. This positions Citigroup among the top financial institutions globally, reflecting its substantial market presence and financial performance.”



 EqvistaFortune 500 Companies in the US

 Read more from Eqvista here.


























Data visualizations (infographics, bar charts, line graphs, and circular data maps) are created with a granular degree of clarity, making Citibank’s complex financial trends accessible. The charts use shades of blue to distinguish different categories, and subtle gradients help create a sense of depth while maintaining readability. The use of clear labels, dotted guides, and alignment within data-heavy pages ensures a seamless flow of information.



Moreover, the generous use of white space enhances readability and gives the report a sophisticated, uncluttered appearance. The report does not overwhelm the reader with dense text; instead, it balances information with visual elements, such as full-page imagery and pull quotes in blue, to create breathing room. 














“In the Fortune Global 500 rankings, Citigroup holds the 45th position. Additionally, the company’s CEO, Jane Fraser, is among the 52 women leading Fortune 500 companies as of 2024, highlighting not only the company’s significant position in the international financial landscape, but also it's commitment to diversity in leadership.”



 FortuneWomen CEOs Run 10.4% of Fortune 500 Companies

June 4, 2024


 Read more by Emma Hinchliffe here.

























Overall, the design of the Citibank annual report seeks to merge corporate branding with functional clarity. The restrained, yet thoughtful, use of color, typography, and visual hierarchy ensures that stakeholders can engage with the content efficiently. The report is a strong reflection of Citibank’s positioning as a leader in global finance, conveying a sense of reliability, transparency, and innovation through design.