Problem
The Toronto Dominion bank (TD Bank) has been a mainstay in Canadian lives since their founding in 1855. TD Bank Financial Group has experienced dramatic change as they have grown from a single-branch bank serving grain millers and merchants, to a major financial services company. To commemorate their 150th birthday TD approached Velocity to design a series of posters to celebrate the historic event.
When approached it was decided that the posters should be a celebration of their history and culture. We wanted the posters to stand out and really reflect the wealth of history and the effect the institution has had on Canadian lives for such a long time.
Solution
“TD bank: The History of Advertising” was theme for the posters. We created the poster to double as a currency bill. The earliest ads for the bank stated, “one dollar can open your TD bank account” so we played on these early ads. We designed intricate details into the poster to mimic the look of a currency bill and incorporated some of the early ads on the right hand side of the poster.
The overall effect of the posters was very well received. The texture of the security lines incorporated into the design reflect the complexity of the bill and the use of the ads gave the posters a timeline of the history of the company in a innovation graphical manner.
Services
Creative Direction / Art Direction / Project Management / Poster Design / Production Planning / Print Management / Print and Production Quoting / Press Proofing / Proof Reading
Results
TD Bank continues to be a cornerstone financial institution in Canada. The Innovative solution of the posters produced reflects the innovation that TD is renowned for. Trevor Goodgoll, a mainstay in Canada Trust’s marketing department in 1976, explains of the redefined opening hours of TD banks: “It was just a spectacular moment in Canadian banking history. It set up a reputation for innovation and that’s what TD inherited and has represented ever since. It’s the antithesis of the dark-blue-suit banker.”