The bank that grows with you through every season of life.
Context: Haventree is a Canadian bank with a 36 year history of showing up for Canadians underserved by traditional banking systems. With an eye to the next chapter, they looked for a rebrand that would distill the powerful stories made possible through their services, and set them up for future growth.
We commissioned documentary photographer Kam Vachon to travel across the country and capture real Canadians in their homes and neighbourhoods, lending the brand a warmth and groundedness that stands out from the staged, polished imagery of the banking category.
Solution: We built a new brand world for Haventree inspired by the evocative symbolism in their brand name: a sense of safety, combined with the promise of growth. Through consumer research, we identified that the metaphor of 'seasons of life' resonated strongly, giving us a narrative framing that acknowledged the reality of life's ups and downs, balanced with the optimism that no matter the circumstances, growth is possible.
A suite of illustrations were created in partnership with illustrator Sabinus to give life to the little moments of delight and the big sensations of home felt for people who work with Haventree.
Creative Direction: From the grounded color palette and lowercase wordmark to the filmic quality of the photography and quiet joy of the illustrations, the goal was to create a sense of warmth and approachability for Haventree that would connect with the many Canadians who feel alienated and intimidated by traditional banks.
