TD Canada Trust

Onboarding Emails

“Wait. You want to showcase emails? For a bank?” Yep.

No one is more surprised than me, given the many things that made this project so stressful: tight timelines, long nights, a ridiculous number of variables and business rules to keep straight, plus a very demanding and exacting client… But the team made all the difference. And when I say “team”, that includes the very demanding and exacting client too. All too often, an agency can feel more like a vendor than a partner, but this was a true collaborative effort. We had trust. We had respect. And deep empathy for the pain and struggle we all faced in trying to nail this.

Creatively, while we were locked into a design system, the art director and I tried to inject some fun and humanity into the work. TD at this time was trying to move toward that anyway, so it wasn't a hard sell, but it was the first big project that would feature this new look and tone, so there was a lot of pressure to get it right. In the end, client was thrilled and legal was scared, so not too bad for a bunch of emails.