As part of The Canadian Imperial Bank of Commerce’s major brand overhaul, Juniper Park hired me to create an illustration platform that would differentiate CIBC from other banks in the highly-competitive financial marketplace.
By using illustration as the central creative device, we were able to bring a level of approachability to a traditionally cold category. Illustration gave the brand the flexibility to be responsive, allowing for quick turnaround as well as the ability to convey the benefits of its products in a clear, simple, and friendly manner.
The rebrand greatly resonated with consumers and was later expanded to include a brand mascot, Percy Penguin.
This is a small cross-section of the thousands of pieces of artwork I produced for the client over the course of three years. The artwork ran in many large campaigns with countless media placements across Canada, consisting of print, internet, mobile, digital video, in-branch, TV and more.