CIBC Rebrand
While working at CIBC Investor’s Edge, I worked on a company-wide rebrand and was responsible for leading a small team of designers that worked together to update all print and online materials for four sub-brands within CIBC.
The objective of the rebrand was to build ‘One CIBC’ by strategically simplifying and creating greater consistency across CIBC’s portfolio of sub-brands.
Working on a global rebrand for such a large organization inevitably came with some challenges. I was responsible for:
Continuously meeting with stakeholders and managing deadlines across multiple lines of business
Rebuilding the UI design kit for both mobile and desktop platforms in Figma
Collaborating with other design teams to ensure that our team was approaching all design challenges the same in order to align with the ‘One CIBC’ vision
Overseeing and approving all updated materials to ensure that we were adhering to the brand guidelines and creating a sense of cohesion across all materials being updated
Challenge
Rebuilding a design system
After creating the foundational elements of our design system in Figma, I used these items as building blocks to create larger components in Figma, such as ad spaces and layout containers. By ensuring our foundational elements in Figma were consistent with all sub-brands, this led to unified branding across all lines of business.
Process
CIBC successfully launched their rebrand in September of 2021. We were able to launch all public facing assets showcasing their new visual identity, resulting in a cohesive and unified brand across all sub-brands.