2025 | DYNAMIC BRANDING
BRAND STRATEGY
USER RESEARCH
ART DIRECTION
ROLE
Visual Identity
Design System
Motion Graphics
Case Study
TEAM
Hailey Ho Sang
Luanna Tang
Vicky Li
Ana Lac
TOOLS
Adobe CC
After Effects
Figma
DURATION
15 Weeks
TD Bank is one of the largest banks in the U.S., providing over 10 million consumers access to a full range of financial products and services.
PROBLEM
TD Bank struggles to clearly differentiate itself from peers in a rapidly changing financial landscape, needing a brand identity that more effectively reflects its trusted business model and empowers customers, communities, and colleagues with the confidence to thrive.
SOLUTION
Introducing a more dynamic and community-centered visual identity that reflects the bank's inclusive culture and strengthens the connection between its people, customers, and communities.
BRAND STRATEGY
OUR PURPOSE
To guide small businesses and individuals by providing the necessary tools to see their business grow, helping the community one step at a time.
OUR VALUE
TD Bank offers small businesses and individuals community-focused financial solutions and inventive digital technologies to help them achieve long-term success.
OUR POSITION
For small business owners and individuals, TD Bank is the financial partner that fosters community and innovation, because we believe in accessible opportunities to succeed.
DYNAMIC SYSTEM
DESIGN SYSTEM
KEY TAKEAWAYS
BRAND RESEARCH
VISUAL LANGUAGE
Understanding the importance of a clear, accessible, and brand-focused language played a vital role in the development of the visual language.
PROCESS & REFLECTION
Feedback informed countless rounds of revisions, ensuring a consistency of design system while addressing user pain points.
IMPACT
BRAND RECOGNITION
Increased visibility across digital and physical channels.
Improved customer recall and association with TD's core values.
BRAND POSITIONING
Increased differentiation from rival banks through refreshed identity.
Greater ability to attract new customer segments.
CUSTOMER ENGAGEMENT
Increased interaction rates on digital platforms.
Higher participation in financial products and services.