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CIBC Mellon, a 50/50 joint venture between CIBC and Mellon Financial Corporation operates in the trust and sub-custody markets globally. CIBC Mellon presented this challenge to THRG:
Create a new brand identity, one that would define the brand for future growth and position it as the only trust and sub-custody worth considering.
Develop a new brand campaign, complete with identity guidelines for domestic and foreign advertising and promotional materials.
THRG completed a Brand Strategy and from it formed the new CIBC Mellon positioning, “The Freedom to Focus on Your World”. The elements of the re-branding campaign consisted of:
- New brand identity and new
corporate logo
- Stationary materials
- Logo and Brand Standards Guidelines
- Complete magazine campaign for publications around the world
- New website look and feel
- Newsletters
- Audio visual presentation to entire organization announcing the new brand
- A completely re-branded organization that reflects the functional and inspirational sides of the CIBC Mellon brand
- The new brand was officially unveiled at a customer function held in the new heritage building, also the new CIBC Mellon head office.
- New building on Bay street which demonstrated the brand heritage and technology message
- The new logo which is now being introduced across the entire enterprise inside and out
- A President/CEO who is now a full-fledged and success “brand champion”
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