As one of the leading independant wealth management and capital market firms in Canada, Canaccord Genuity was ready to send a signal to the industry that they were just getting started. After years of impressive growth, major recruiting coups, and the inclusion of 19 of their advisors in the Top 150 rankings by Report on Business Magazine, the time to push a new narrative was now.

Of course, trust and equity are not easily earned in the financial services category. So while the need for fresh and new was evident, Canaccord Genuity was clear in their briefing that what they required was evolution vs. revolution.​

​Our work begain with an extensive strategic analysis across their two lines of business – wealth management and capital markets – including competitive analysys and 1x1 interviews with key stakeholders, leadership and potential communication targets – to determine brand objectives and use case scenarios.

This led to a renewed and redefined brand purpose, unified under several strategic pillars: ​

​Next, we set out to re-envision the brand through new brand design guidelines, and examples of digital + broadcast content that when executed would act as the foundation on which Canaccord Genuity could reintroduce itself to their global audience in a bolder, more modern form, known simply as CG.

Updated CG logo with slash

Building off the strategic pillars and reinvigorated logo, we extended the brand toolbox and visual design system to incorporate several unique and highly flexible graphic devices, each with their own purpose and meaning, yet thoughtfully considered to work together when needed to tell a more complete story. 

Tagline

Guiding principles

Update colour palette

Grid system based on Slash

The CG "Slash"

The CG "Hug"

And finally, proof of concept executions to show how these principles come together in real world scenarios the brand would face on a regular basis.

More Work

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