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Integrated Campaign Leadership | TD Wealth | ICAP
Project type
Omni-Channel Campaign
Role
Creative Lead & Talent Director
Brand Tension
TD Wealth needed to engage first-time and younger investors while maintaining the trust expected of a major financial institution. The challenge wasn’t attention, it was permission: how far could the brand evolve visually and tonally without undermining confidence in a regulated category?
Approach
I led this work through hands-on creative leadership, setting clear creative direction and visual guardrails while partnering closely with brand, legal, and compliance stakeholders. I remained actively involved in concepting and art direction throughout execution, ensuring every decision balanced cultural relevance with brand integrity.
By aligning teams around clear visual principles and decision-making criteria, we were able to move quickly and confidently within a highly regulated environment.
Where We Pushed/Where We Held
We pushed tone, platform-native storytelling, and motion to connect with new audiences. We held brand markers, colour discipline, and visual restraint to protect credibility and compliance. The result was work that felt current without feeling risky, and modern without sacrificing authority.
Key Results
▪ 68% increase in new-to-investing customers
▪ 35% YoY growth in account openings and funding among Gen Z and Millennials
▪ #1 share of voice on social for #GoalMath (a TD Bank first)
▪ Record-setting YoY decrease in cost-per-result
