RBC
“But we’re a bank.”
For five years, I have delivered results-oriented executive creative leadership for various departments within RBC’s internal and external corporate marketing and communications infrastructure. Providing in-depth strategy, core design and creative direction to numerous national programs for the purpose of achieving specific, measurable success outcomes that drive RBCs key growth targets.
Highlights:
Creative counsel and leadership on nationwide strategic growth projects: Developed strategy and led execution of new branch locations and formats to push key deliverables; including architectural and environmental design and visitor flow.
Drove change by creating and implementing thesis of “the human connection” within RBC as an institution. Strategy champions authenticity, sincerity, and genuine connection; people over customers. Other agency partners have now adopted this strategy.
Differentiated the RBC brand within the highly competitive financial institution market segment. Elevated the human connection of the brand through first-in-kind eXperience location at Cadillac Fairview Sherway Gardens. Drove business results including dramatic increase of both net new clients and conversions.
Developed award-winning original content for RBC “Alternative Branch Format” (ABF) Campaign.
Delivered creative strategy and leadership with RBC’s venture into commercial retail space: RBC’s eXperience store in Sherway Gardens, Toronto.
Developed brand programs and strategy to serve strategic market segments: Campus, Newcomers, Hospital and Meeting Place.
Led a broad team of architects, engineers, RBC executive leadership, 3D artists and art directors to produce cohesive strategic output.
Acted as creative counsel and leadership on several of RBC’s most successful creative and "brick-and-mortar" initiatives to date.
Provided guidance and influenced cross-functional in-house teams including creative, accounts, business development, and media solutions.
Collaborated with specialists to identify data and analytics metrics that determine customer journey in-store. Sourced and managed relationships with vendors including technology partners (screens, cameras), environmental design firms, and consumer experience agencies.
eXperience RBC
Winter Olympic Activation
Custom interactive hockey game with live leader board. Created for the eXperience RBC store at Sherway Gardens in support of the Olympic Games Beijing – Winter 2022
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A collection of RBC work. Strategy and creative elevating a brand and generating new customers and conversions.
Developed strategic and creative direction for RBC’s presence in Humber Hospital. “We’re Here For You” thesis flipped the script, changing the ethos to one in which human connection and community support matter more than profit. Brand needed to be relevant for a compassionate setting while also championing brand standards.
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The best and the worst happens in a hospital. As you navigate Humber Hospital, RBC’s Branch is waiting to help you with anything. A genuine human connection during the best and difficult times. In-branch content to start a conversation.
Original artwork for York University campus Alternative Branch Format (ABF) location.
Drove innovation and business results for RBC through strategic and creative direction of ABF brand. Locations target specific market segments such as “Campus”, “Newcomers” and “Hospital”. Program began as a pilot and was so successful that it has been implemented across 85+ branches throughout the country.
The results are in.
How do we communicate with newcomers? How do we start conversations that matter? How do we relate and offer assistance? We listen. We connect. We stay authentic and act on the human connection. We focus on the things that make us one and the same: family, children, friendship, our parents, our communities, career and education.
Below is a video of the grand opening of RBC’s “Meeting Place”. A location specifically tailored to newcomers and the new journey they are about to start. The results are humbling to say the least.
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