2010 brand refresh campaign



As the final round contender for TD Bank’s 2010 Brand Refresh Campaign, this “Convenience Curve” concept utilizes the one word at the absolute core of the company’s character as a piece of artwork that helps reinforce our brand promise.

The fluidity, movement and cleanliness of the design support TD Bank’s accommodating, approachable and friendly brand spirit.

Though it scored lower in concept testing than the final selected concept, “Convenience Curve” performed well in all key areas including:

•  positive initial impressions

•  likeability

•  resonation of intended messages that TD Bank is convenient, accommodating, approachable, hassle-free & friendly

strategy    I    creativity    I    leadership