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TD Wealth | ICAP | Brand Evolution
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 and credibility 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?
Where we pushed and where we held
We pushed tone, storytelling formats, and motion to meet new audiences on their terms.
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 losing authority.
This work was led through a hands-on, taste-driven leadership model. I set the creative direction and visual guardrails, partnered closely with brand, legal, and compliance stakeholders, and remained actively involved in concepting and art direction throughout execution. The focus was less on scale and more on judgement, ensuring every decision balanced cultural relevance with brand integrity. By keeping teams aligned around clear visual principles and decision-making criteria, we were able to move quickly while maintaining confidence in a highly regulated environment.
Key Results:
▪ A 68% increase in new-to-investing customers.
▪ A 35% YoY increase in account openings and
funding by Gen Z and Millennial target
demographics.
▪ #1 share of voice on Social for the paid social
campaign #GoalMath (a TD Bank first).
▪ A record-setting YoY decrease in cost-per-result.
