ABOUT

As part of the first significant logo change in Citrix’s thirty year history, I worked with New York based creative studio Athletics to create the entire sonic identity for their new branding.

“Thirty years ago, Citrix pioneered a radical idea: that office work didn’t have to be constrained to the office. That with the right technology, people could work from anywhere.” (David Henshall CEO)

Accelerated by the Covid 19 pandemic, the physical office seems like a distant memory for many. Citrix understand that the role of technology in employee experience is to give people the mental and emotional space to do their best work. The sonic identity represents their tone, aesthetic and personality. It is smart, responsive, and can flex from expressive to recessive depending on where and how it shows up.

The sonic identity is guided by three principles which speak to the overarching brand strategy and design.


The Citrix Sound Principles:

Empathy
Human / Personable / Authentic

Space
Emotive / Ethereal / Calming

Spirited
Dynamic / Smart / Responsive