This is absolute heresy.
This is absolute heresy.
In the midst of big changes at RBC’s tech arm, I was a lead designer on the rebrand team for this monumental launch in Toronto. I was a key player throughout the five month process, from early market research and conception, to final brand collateral. I made my impact in final design solutions for the logo, website design, and the launch video.
I served as art director and designer of conception, and production of the brand reveal video as the lead motion designer on our rebrand team.
The pitch draws from visual and narrative styles of similar brand videos, as well as the title sequence of the film, World War Z. I developed the storyboard with a notion of emphasizing scale (to the power of X) as the backbone of the narrative. Each section flows seamlessly within the space of the next, telling the story of RBCx from its earliest conception to the present, defining the pillars of the brand as it weaves from strong foundations. Its pointed, boundless energy reflects the brand’s clear and ambitious goals.
We worked with Canadian actress Emese Gyuran of Vox Talent to establish the voice of RBCx. The featured music is a piece by artist Yehezkel Raz.
Pictured top left: official RBCx x Lululemon launch jacket, given out to everyone on the rebrand team
Final website design in-situ
I created a robust design system for several series of posters for display in the new RBCx offices in Toronto.
After our studio’s creative director, Sam Johnstone pitched initial directions for the brand and logo, I worked alongside RBCx designer Robert Queton to get the final logo across the finish line. My solution for the negative space break would eventually inform the evolution of the twist shape.
Our biggest challenge during the design process was amending our initial proposals regarding colours and fonts to work more harmoniously within the RBC core brand, whilst still having a distinct energy.
We proposed to update the existing palette, breathing fresh life and vibrancy into classic, reliable RBC colours. In a wild move, we diverged from our initial pitch of an elegant serif display face, to pushing the RBC body face, in its newest, sleekest iteration to the forefront of the brand.