Scotiabank needed a rebrand that unified their global identity and appealed to a more affluent clientele. We started by establishing consistent design layouts, drawing inspiration from their worldwide branch architecture. To elevate their overall tone, we crafted an elegant bespoke serif typeface, developed a sophisticated new approach to imagery, and refined their colour palette, thoughtfully referencing their heritage. Proving that a consistent global rebrand can revitalize even a 193-year-old institution.
Made at Rethink
360° Brand Design
2024
360° Brand Design
2024
CREDITS
Lead Designers: Zoë Boudreau, Thomas Hadfield
Creative Direction: Hans Thiessen, Rich Greco, Berkeley Poole
Associate Creative Director: Mark Mabey
Designers: Erin Maguire, Nathan Leung
Copywriter: Brendan Scullion, Mnrupe Virk, Jenai Kershaw
Scotia Serif Typeface Design: Dalton Maag
Illustration: Lighthouse, Scotiabank Internal Team
Motion Design (Case Video): Jesse Shaw
Client: Scotiabank, Laura Curtis Ferrera, John Rocco, Dave Laing, Katie O'Dodonovan, John Tisdale, Lighthouse Team
Account Director: Catherine Demmer
Accounts: Jules Syvestre, Alex Rousom, Sandra Stainton
Group Strategy Director: Crystal Sales
Strategy Director: Daavi Wong Wolfson
Group Business Lead: Caitlin Bourada
Integrated Producer: Jenna Fullerton
