In order to achieve a more sophisticated brand look and feel, my CD and I revisited CIBC's illustration style and colour palette.
We worked closely with our illustrator to finesse every aspect of our illustrations including proportions, facial details, body details, highlights and shadows. Overall, we aimed for more of a realistic approach versus what we had before, which was “cartoony”, whimsical and featured rounded body shapes.
To complement this more sophisticated feel, we’ve also made adjustments to the colour palette. We removed most of the unnecessary hues and really defined our primary, secondary and tertiary colours. Claret is featured as our primary colour and we’ve made the rest of the colours work well with it.
Agency: JP/TBWA Louis Duarte - Creative Director Esra Tasdemir - Art Direction + Design Marco Buchar - Writer