Where Brands Go to be Born Again

Citi, AmEx, AT&T and others are tapping into the entrepreneurial talent in Palo Alto, Calif.

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Orange, apparently, is the real color of money.

In the Silicon Valley town of Palo Alto, Calif., within blocks of where Facebook and Google grew up, Citi’s chief innovation officer Deborah Hopkins sits in a work space that looks nothing like the typical bank office—a single, impossible-to-miss, bright orange wall, absolutely no one wearing a suit—and describes her goals for the brand.

Hopkins—who loves to talk shop—says her plan essentially is to invest millions of dollars in young startups offering digital capabilities to win over the bank’s target consumers and revitalize the Citi brand for a new age.

“We want to find client-focused innovations that will transform our company culture and identity,” she explains.

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