Charting a new future for a major Canadian bank ​

by Lippincott

For over 150 years, CIBC has been at the forefront of banking innovation in service of customer needs. From creating Canada’s first 24/7 ATM to being the first of the big five banks to offer a mobile app and introduce flat monthly fees, they’ve long committed to evolving in order to meet the ever-changing needs of the communities they serve.​

Now, after years of growth, it was time for yet another evolution. Under CEO Victor Dodig, company leadership looked inward to express one singular purpose and drive a consistent approach to customer relationships across CIBC.​

To activate this newly defined purpose, To help make your ambition a reality, CIBC partnered with Lippincott. We delivered a simplified and consistent masterbrand that would better serve clients, drive a seamless digital experience, and amplify CIBC’s vision of being a relationship bank for the modern world.​

At the heart of the evolution is a modern logo that pays tribute to their heritage. It returns to the chevron, speaking not only to the brand’s history of joining two institutions to drive progress, but also signaling the future and how CIBC joins together with its clients. This symbol evokes strength, stability and a path forward gleaned from a storied heritage.​

The surrounding visual and verbal system is bright, modern and emphasizes human connection by putting clients at the center of everything. Hero photography celebrates real clients and team members, and custom illustrations tell a story and make abstract ideas more tangible and digestible.​

Accompanying all this is a warm, conversational brand voice that provides clear coaching and accessible expertise to clients across the experience. And, in a time where a pandemic has changed the way Canadians bank, this accessible, simple approach to communications brings a human touch to every digital moment.​

The new CIBC was revealed...


Silver in Branding 2022

Silver in Banking & Finances 2022

Created by:

Lead Designer

Bethany Lesko

Design Company


Profile Website

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Project Website

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Design Team

Brendán Murphy, Senior Partner, Design ​ Rose Baki, Senior Partner, Strategy ​ Alissa Tribelli, Partner, Strategy​ Pascale Tam, Partner, S...


Individual Credits

Partner, Design: Bethany Lesko
Senior Partner, Design: Brendán Murphy
Senior Partner, Strategy: Rose Baki