Scotiabank Brand Refresh

Complete Rebrand Identity Program

2026

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkcanada.com

Scotiabank sought its first globally unified brand identity to reestablish itself as a global leader. The Red Bar establishes a brand foundation and a visual connection to branches. The Artful Grid connects business lines globally with a shared device. The refined colour palette is inspired by Scotiabank's global footprint. The photography captures the richness of life — culture, heritage, spaces, and nature, reflecting every region the bank calls home. And a bespoke typeface elevates the brand.

Executive Creative Director, Design: Hans Thiessen, Rich Greco
Creative Director: Berkeley Poole
Associate Creative Director, Design: Zoë Boudreau, Mark Mabey
Designer: Thomas Hadfield, Erin Maguire, Nathan Leung
Senior Motion Designer: Jesse Shaw
Group Creative Director: Michelle Spivak, Max Bingham, Brendan Scullion
Copywriter: Mnrupe Virk, Jenai Kershaw, Caitlin Bourada
Group Business Lead: Daniel Riggi
Group Account Director: Jules Sylvester
Account Director: Catherine Demmer, Alex Rousom
Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Group Strategy Director: Crystal Sales
Strategy Director: Daavi Wong Wolfson
Integrated Producer: Jenna Fullerton
Typeface Design: Dalton Maag
Client: Scotiabank; Laura Curtis Ferrera, John Rocco, Katie O'Donovan, Jordan Lane, John Tisdall, David Laing, Tatiana Farfan