Scotia McLeod
Categories: Marketing Materials
Project Description: ScotiaMcLeod is the investment arm of Scotiabank, and a division of Scotia Capital Inc. Scotiabank is one of Canada's largest financial organizations with over $280 billion in assets. Toronto’s Rossul Design had been contracted to design a marketing brochure for Scotia McLeod's Jarvis Group and David Bruce Group.
The Challenge
Jarvis Group and David Bruce Group wanted to create presentational brochures for new and existing clients. The brochures were centered on the theme of building relationships for life. The content’s focus was on sharing real-life stories, outlining services and showcasing its customer commitment.
The Plan
The plan was to create a nice, clean marketing piece that would visually manifest the high quality services and skills of the financial group. We wanted to eliminate any distractions from the informative content and create a modern, sophisticated look, indicative of the groups’ clientele.
The Design
We decided to use a solid colour background with minimal visual elements, letting the layout and fonts work together to create a contemporary look and feel. The only graphic element introduced was a thin anthropomorphic line that visually connected the pages; it provided a seamless lead-in from one page to the next, guiding the reader through the text. As well, it had a delicate connotation of a human fingerprint (without being obvious) acknowledging personalized service and the Jarvis Group’s brand promise of “Building relationships for life.”
The Result
The marketing brochure went above and beyond our original objectives. The crisp, clean design let the content shine as graphic elements were kept to a minimum. Both the content and the design worked in tandem to continually focus on and reinforce the brand promise.
Visual Elements
The minimalistic design elements on each page help to visually portray the brand promise of customized financial solutions.
A Clean, Easy-to-Read Style
Since the main purpose of the brochure was to deliver important client information and customer stories, we incorporated easy-to-read fonts and an uncluttered design aesthetic.
Optimal Images
To create a sleek but humanized design, Rossul Design carefully selected the best graphic elements, such as the undulating line used throughout the brochure, and digitally adjusted them to optimum effect.