TD Bank

Brand System Design

Interbrand NYC

Desmond Wade – Designer
Spencer Seligman – Designer
Andrew Miller – Strategy Director
Oliver Maltby – Creative Director
Paul Pierson – Creative Director
Pan Yamboonruang – Design Director
Blaine McEvoy – Copy Director
Michael Frandy – Art worker
Agency Partners: TBWA, Leo Burnett

TD Bank’s new visual identity system aimed to unify their Canadian and American brands as part of a new strategy developed by Interbrand. After an extensive audit of 1,177 documents and findings report, we developed a brand playbook with input of TD’s 5 major agency partners to make sure it was ready for real world application. For building new templates, we created a prototype tool to help calculate the grid and type size. We have developed a new methodology that allows a singular approach to all formats.

Grid and type sizing tool created for typographic consistency
Built in Excel

TD Brand Spectrum
A brief overview of each campaign aesthetic and layout consistency.

Retail Window Privacy System
Being a bank, a customers privacy is imperative. To solve for an on-brand solution when considering windows, we designed a pattern system using the brands square with different increments of opacity using block colours. This can be seen applied on the following 3D renders.