TD Bank - Digital
TD Bank’s Credit Cards and Partnerships team had a perception problem. They’re an agile, technology-focused group…within a big bank. So when it came time to hire top talent, they needed to create an employer sub-brand that was true to the team and appealing to prospects.
![TD Blueprint Worksession](https://ingenuitydesign.com/wp-content/uploads/2020/08/td_blueprint_worksess.png)
We kicked off the project with a strategy workshop to get a feel for their position within the bank, uncover key insights and discovered a department with a start-up vibe.
Armed with those insights, we put that energy into our creative, blending TD Bank core brand features with tech-y, smart design elements and language.
![TD Blueprint Tile](https://ingenuitydesign.com/wp-content/uploads/2020/08/td_blueprint_tile.png)
![TD Blueprint phone menu](https://ingenuitydesign.com/wp-content/uploads/2020/08/td_blueprint_phonemu.png)
Our strategy was to identify the group as an outlier within the organization, and reveal more to recruits as they moved through the candidate journey. It all started with a LinkedIn recruiting effort.
![TD Blueprint Onboarding Booklet](https://ingenuitydesign.com/wp-content/uploads/2020/08/td_blueprint_welcome_mu.png)
The TD team nailed their hiring goals while strengthening internal culture and growing a sense of a belonging. On top of that, other groups within TD started asking, “who helped you with that new employer branding?”
![TD blueprint posters](https://ingenuitydesign.com/wp-content/uploads/2020/08/td_blueprint_posters.png)