Project Description
EQ Bank refresh
In-house branding
EQ Bank brand refresh
Launched in 2016, EQ Bank is Canada’s first digital-only bank. EQ is a challenger brand, offering Canadians an alternative to a banking system dominated by the old system of the big five banks.
As EQ grew to more than five hundred thousand customers, the visual identity was no longer meeting the needs of the brand. Inconsistencies across the customer experience, from advertising, to digital, to the website and the banking app fractured public perception and damaged recall.
The old design was holding EQ back with overly enthusiastic stock photography, mismatched fonts, harsh colours and limited options for storytelling.
Roles and Responsibilities
- Worked with a team of three in-house designers and a copywriter
- Used in house EQ customer personas to create three brand directions
- Presentations to stakeholders to get buy in on new direction
- Helped develop a new graphic direction with updated simplified UI elements and custom illustrations
- Created the Brand Guide for internal and external use
- Art direction of custom illustrations
- Continue to art direct and design the application of the refresh across EQ Bank (App, Advertising, External and Internal communications)
Press
