When TD acquired the MBNA brand and credit card business in Canada, renewal of all facets of Canada’s largest Mastercard issuer’s brand identity was called for.

It was decided their simple and recognizable logo would remain, serving as the anchor for a completely new and comprehensive look and feel brand system. The branding put the customer front and centre with the product in a fresh and effective way – exciting, distinctive, flexible – yet visually leveraging a familiar presence adaptable to all media.

The MBNA-branded credit card portfolio was completely redesigned and rationalized to align with and reinforce the new visual identity, and elevate perception to more effectively serve its flanker-brand positioning. As well, we developed an extended design system to provide coherence through MBNA’s extensive and diverse affinity co-branded credit card suite.