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TD Comfort Zone

https://www.sld.com/our-work/case-study/environmental-design-financial-services-td-comfort-zone/

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PROJECT

TD Comfort Zone

CLIENT

TD Bank Group

LAUNCH DATE

May, 2014

Shikatani Lacroix created TD Comfort Zone as an opportunity to position TD as a relevant and approachable brand.

Background

TD Bank by the numbers:
83.4

billion market capitalization

6

largest bank in
North America

TD Bank:

22

million customers

24.94

billion
in revenue

79

thousand
employees

The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Group (TD). TD is the sixth largest bank in North America by branches and serves approximately 22 million customers in four key businesses, operating in a number of locations in financial centers around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Auto Finance Canada; Wealth and Insurance, including TD Wealth, TD Direct Investing, an investment in TD Ameritrade, and TD Insurance; U.S. Personal and Commercial Banking, including TD Bank, America’s Most Convenient Bank, and TD Auto Finance U.S.; and Wholesale Banking, including TD Securities. TD also ranks among the world’s leading online financial services firms, with approximately eight million active online and mobile customers.

The Challenge

TD partnered with the Toronto Blue Jays, its home stadium, Rogers Centre, and Shikatani Lacroix to create TD Comfort Zone as an opportunity to position TD as a relevant and approachable brand.

Shikatani Lacroix was tasked with developing a branding solution that fit the requirements of all parties.

Grow brand awareness in a new channel

TD Comfort Zone is a physical manifestation of TD’s mandate: comfort

Strategic Approach

Define

Although the two brands, TD Bank and Toronto Blue Jays, offer different products and services, they both support similar brand positions of approachability and target the same middle class demographic. The partnership allows TD to grow brand awareness in a channel where it otherwise wouldn’t have had any presence.

Design

The TD Comfort Zone is a physical manifestation of TD’s mandate: comfort. Four plush leather sofa chairs in TD’s corporate green were installed in the 200 level of the stadium. During any Toronto Blue Jays home game, four lucky fans or community partners are upgraded to the TD Comfort Zone where they can watch the game in style, courtesy of TD. This sports partnership leaves a positive impression on current and potential customers – including those who might not have had a previous interaction with the brand.

Deliver

Through the use of clear and concise branding, along with media exposure, TD has grown its brand awareness nationally and internationally. Furthermore, this moment of truth between the brand and the lucky fans who are literally sitting in comfort is an example of the brand’s promise in practice.

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