PC Financial / Rebrand

President’s Choice Financial was a little-known brand, with grocery store kiosks people loved to avoid. Working with the team at SID LEE, we injected some much-needed personality, gave the brand a distinct voice devoid of bank-speak, reimagined the user experience, and rebranded PC Financial as the Canadian banking service committed to helping Canadians spend less time banking—and more time doing pretty much anything else.

PC tagline.jpg
PCF home and auto jpg.jpg
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Agency: SID LEE
Client: PC Financial
ECD: Dave Roberts
CD: Tom Koukodimos, Sarah Foelske
Art Direction: Rosalinda Graziano