Problem: Building maintenance is an unfortunate reality of brick-and-mortar retail, and with it comes scaffolding. While scaffolds may protect customers and passersby, they also obscure storefronts, branding and are generally unattractive.

Opportunity: Using scaffolding as a platform for self-aware messaging is an opportunity to build empathy between pedestrians and Citi employees while reminding passersby that the branch is open despite the construction.