TD Ameritrade Rebrand
Role:
Creative Director, Brand Strategist
Context:
As a challenger brand, TD Ameritrade was seen as reliable but “vanilla” in personality. To evolve the brand for the future, it was redefined under a transformational purpose and smart audience targeting.
Strategy:
Collaborating with the external agency and internal brand team, I evolved the brand’s strategic frameworks and visual and verbal identity elements, then led the development of enterprise-wide guidelines and channel-specific toolkits to ensure a consistent brand experience.
Impact:
This work helped the brand jump from number five to number three in consideration while significantly lifting brand relevance and category differentiation.