TD Trust Brand Manual 2020
Even big brands need a refresher. As one of the top banks in North America, TD Canada, (or TD Bank if you live in the United States), has built a reputation as "The Bank Where People Make The Difference". In order to maintain that image, my approach to their new brand guide was to return the Trust to the brand, figuratively and literally.
I took the brand back outdoors to highlight its green connection. In order to appeal to a new generation and audience, its important to appeal to their sensibilities and address current affairs. Sustainability, the environment and the natural world aren't just brand buzzwords. Its a fact of life and TD Trust will lead the way.
One thing I found very interesting was the current brand's willingness to drop "Trust" from their name when the public's view of big banks and corporations are unfavourable. After a series of high profile gaffes involving poor customer service relations, reincorporating the word Trust is a positive direction.
Every brand wants to be "Approachable, "Diverse" and "Inclusive". How does a brand actually live up to those standards and remain distinct? How do you differentiate yourself from all the cookie-cutter brands that want to also be approachable, diverse and inclusive? What are negatives that currently exist that you can leverage and turn into a positive? These were the thoughts and questions I had during the entire process.
Universally, green is the colour of nature. In many cultures, green represents wealth, serenity and growth. How can that exist in an urban environment? What should the brand be communicating with nature?
Ok, let's be real. Never in a million years would this ever happen...but what if? I took the chance to explore what two diverse brands would look like combined and honestly if a TD/Nike partnership happened, you can shut up and take my money. The theme here was exploring different modes of sustainable transit and the most reliable form of energy is human. Walking, running, jogging, sprinting, you name it.
"Trust in the Max"
"Trust in the Max"
"The Legend of Working Outdoors" - 2020
The one overriding thought I kept questioning was, "Are we that cynical as consumers that we can't imagine a corporate brand caring about us?". I admit that this work could be filed under, "Fantasy/Mythology", but I'm going to take a leap of faith. They're a brand, but they're humans. And humans are prone to mistakes, but they're also given the ability to analyze their shortcomings. I'd like to think that brands can do the same.
They can throw in a pair of Nikes while they do that though let's be honest.
They can throw in a pair of Nikes while they do that though let's be honest.
For more of my personal work, follow me on Instagram at @graphicmeeps
Thank you for reading!
