role
team
tools
DURATION
Visual Identity
Market Research
Brand Strategy
Design Systems
Vicky Li
Hailey Ho Sang
Luanna Tang
Ana Lac
Figma
Creative Suite
Slack
Miro
16 Weeks
project OVERview
the CHALLENGE
Although widely trusted and well-established, TD Bank’s current visual identity does not fully reflect the brand’s emphasis on approachability, community values, or its commitment to guiding customers toward long-term financial growth.
BRAND STRATEGY
POSITIONING STATEMENT
Planning a trip is often stressful for both solo and group travelers. People want everything streamlined in one place, and they prioritize time efficiency and budget when they travel.
CORE PRINCIPLE
PROGRESSION
CORE PRINCIPLE
BALANCE
CORE PRINCIPLE
GROWTH
VISUAL IDENTITY
lOGO AND WORD MARK
TD Bank encompasses five core segments, including TD Personal, TD Invest, TD Innovate, TD Community and TD Sustainability. Each sector plays a pivotal role in supporting the core foundations of the company. The design highlights TD Bank’s structure and versatility.
dynamic system
The primary identity clearly communicates TD Bank’s commitment to serving their community as a trusted, yet continuously evolving company.
BRANDING
RESULTS
KEY TAKEAWAYS
Trial and Error
Iterated through multiple rounds of testing and feedback to refine the design and deliver the best possible outcome.
Research
Defining the brand’s archetype, positioning, and voice unlocked the direction needed to shape a stronger, more cohesive identity.
Visual Language
Recognizing the importance of maintaining visual consistency across type, color, pattern, and other elements strengthened the overall system.
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