Project Overview

Underwriting Hope is an internal charitable initiative at TD Securities; one of Canada's largest financial institutions. The program's existing logo had served its purpose but had grown dated and inconsistent with the enterprise environment it now represented. The ask was to modernize it without losing the recognition and equity already built into the mark.

Challenge

Redesigning an established charitable identity is a delicate exercise. The mark needed to feel elevated and refined for enterprise use, legible across print and digital, flexible for bilingual English and French contexts, while maintaining enough continuity with the original that existing audiences would still recognize and connect with it.

My Role

Design lead — solely responsible for the logo refinement from concept through to approved final mark. Presented multiple distinct directions to leadership before a final direction was selected and approved for firm-wide use.

Deliverables

Refined logo system designed for bilingual use, digital and print flexibility, and long-term brand consistency across public-facing communications

Outcome

The updated identity was adopted firm-wide and remains in active use today; a mark of its longevity and the strength of the original direction. The refined logo provided a cleaner, more adaptable foundation while preserving the spirit and recognition of the original, a balance that is notoriously difficult to get right.