Studio1 Rebrand
Role:
Creative Director
Context:
The in-house agency had evolved from a cost-savings resource into a strategic business partner with deep creative expertise in TD Ameritrade’s brand, products, and services. We needed an internal brand that reflected our expanded role.
Strategy:
Working with three other senior in-house agency leaders, we undertook a full rebrand. We defined a clear value proposition supported by mission, vision, and value statements. Building on our legacy, we renamed the agency and designed a logo that included a visual nod to the agency’s growing impact within the company. We also produced an agency portfolio that shared our rebrand story and highlighted our best work along with the people who did it.
Impact:
Launching under a new brand strengthened our presence with stakeholders and energized the in-house agency team. Delivering 40–60 projects per quarter, the agency delivered work that improved client engagement, increased product adoption, and grew net new assets, while still saving the company approximately $3M annually.