CIBC Mellon
Re-brand Campaign
A complete re-brand internally and externally to market the joint venture between the two brands and position them for growth.
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 Henderson Robb:
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.
