TD Insurance
Private Client Advice
TD Insurance was launching a new product line. One that created a premium offering and heightened service from TD Insurance and paired it with the affluence and prestige of TD Wealth.
It needed a unique look and feel. Polished and sleek, this brand direction lives in the black (like TD Wealth and their customers) to feel timeless and elevated. Rooted in a somewhat American-affluent feeling with a hint of masculinity inspired by notable brands Tom Ford and Mercedes-Benz.
More than just insurance.
More. That’s an important word here. This new offering is about more than just being able to preserve and protect wealth and valuables; it’s about safeguarding the comfort and enjoyment our clients get from what’s insured.
The brand language, photography and feel needed to reflect that while still being undeniably TD Insurance.
From the big ideas...
From that core brand direction, we established personality and tone of voice, photographic and typographic direction and an expanded colour palette building upon TD and TD Wealth.
After establishing our core brand direction we created a series of ads to inspire future work covering the commonly insured items for our targets like luxury automotive, secondary properties and wine collections.
To the small details.
Every touchpoint needed to be elevated and elegant, so alongside recommending digital insurance slips, we proposed a membership card to replace those pink paper slips Canadian drivers tuck in their glove boxes. Anodized black, with knocked out text revealing the metal base of the card, inspired by elite credit cards like the Centurion Card from Amex.
A playbook to inspire
TD, like all big brands, is very protective of their core brand, so we couldn’t create another brand book. Instead, we delivered a reference for all creative teams – a playbook that can act as inspiration to create something that is uniquely ours and a springboard to crafting creative work that consistently appeals to an affluent audience.
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CLIENT: TD Insurance / DATE: December 2020 / SVP CD: Dave Stevenson
ACD COPY: Rael Tooch / DESIGNERS: Lindsay Hepburn, Clarissa D’costa