Combining the employee rewards and celebrations programs of the two legacy TD Banknorth and Commerce Bank brands was a challenging project, as the go-forward system also had to accommodate the  master recognition program of the TD Bank Financial Group parent company.


Commerce Bank’s programs were by far the most robust, as much of America’s Most Convenient Bank’s culture was centered around it’s core “WOW! The Customer” philosophy.  So...with WOW! at the core of the entire process, I designed a hierarchy of WOW! logos to brand the overall “Spirit of WOW!” initiative, as well as the four individual program logos that fall within the family (see attached logo hierarchy structure.)


Once the new family of WOW! logos was finalized, a suite of new print & online materials, as well as branded products, needed to be assembled quickly for the initial TD Bank brand launch.  The above examples are just a few of these materials, and attached below is the Spirit of WOW! logo hierarchy which provides an overview of this initiative.



“WOW! the customer” program rebrand

strategy    I    creativity    I    leadership

Leadership.html
Strategy.html
Creativity.html