Designing trust at scale.

Building conviction in a private equity platform.

Gridiron Capital is a private investment firm focused on partnering with management teams to build market-leading companies.

Tank helped articulate and express Gridiron’s disciplined investment philosophy through brand positioning, visual identity, and digital experience design. The work reinforces credibility, operational rigor, and long-term partnership — values that define high-performing private equity firms.

In private equity, clarity builds confidence.

Expression at enterprise scale

State Street operates at extraordinary scale — stewarding trillions in assets and supporting institutions that shape global markets.

At that level, brand is not decoration. It is infrastructure.

Tank partnered with State Street to clarify and strengthen its enterprise expression — aligning identity, messaging, and digital experience across business units, regions, and audiences. We helped surface the depth of its expertise and translate it into a unified visual and communication language that moves with discipline across the organization.

The result was a structured, enduring framework — one that brings consistency to complexity and allows the brand to show up with authority in every context.

Legacy, thoughtfully evolved

For more than two centuries, Pictet has operated with a singular purpose: to safeguard and transmit wealth with responsibility and discipline.

As an investment-led service company rooted in continuity, Pictet does not chase trends. It builds lasting partnerships — with clients, communities, and the companies in which it invests.

Tank partnered with Pictet to translate that philosophy into a digital expression that balances heritage with forward momentum. The goal was not reinvention, but refinement — creating a more structured, legible experience that reflects the firm’s intellectual rigor and understated confidence.

We evolved the visual language and user experience to better articulate Pictet’s role in the real economy, bringing greater clarity to its wealth management and asset management offerings while preserving the dignity of the brand.

The result is a digital presence that feels composed, deliberate, and enduring — a reflection of an institution that measures success not in quarters, but in generations.

In financial services, longevity is not accidental.
It is built.

Designing the Everyday Bank

Citizens is one of the oldest and largest financial institutions in the United States, serving millions of customers across personal, business, and commercial banking.

As expectations for digital banking evolved, Citizens partnered with Tank to rethink how people interact with their finances and bring greater clarity, simplicity, and accessibility to everyday banking experiences.

Tank redesigned and modernized the online banking platform, improving usability, simplifying the information architecture, and creating a responsive experience that works seamlessly across devices. The work remained true to the brand’s core principles: Simple. Clear. Personal.

The partnership also extended into product innovation. Tank designed and developed Citizens’ original Apple Watch app, allowing customers to check their fast balance and locate nearby banking services directly from their wrist. It was an early example of banking adapting to new platforms and meeting customers where they are.

Visit the Citizens Bank Story