Once the merger between TD Banknorth and Commerce Bank was complete, the newly formed TD Bank, America’s Most Convenient Bank, needed a new employee publication to generate a feeling of camaraderie amongst all employees, spread the news about the advantages of working for the company and share major corporate initiatives with the entire team.


The objective of the new design was to build from the look & feel of contemporary business magazines, while staying true to the unique TD Bank culture and brand.  America’s Most Convenient Bank’s simple, bold and direct brand character comes to life in this publication as clean, vibrant photography brings our actual employees “into the Limelight.”


 

As part of the cover design strategy, the TD Bank logo is included within photography rather than as an additional vector element, in an image which stretches across the front and back covers of each issue. This more subtle branding approach, in addition to the contemporary magazine style, helps to better connect with the employee readership, creating a lifestyle association with their company’s dynamic brand.



View issue II online at http://issuu.com/karyndimattia/docs/limelight_0311

limelight magazine

strategy    I    creativity    I    leadership

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