TD Bank has unveiled a single brand identity across Canada and the US for the first time, which is supported by a campaign and refreshed look.
Unifying both markets under one brand identity gives TD a clearer, more consistent way to show who it is, how it operates and where it’s headed, reflecting how strategy, culture and customer experience come together in a digital-first world.
At the heart of the brand refresh is the idea that banking at TD should be remarkably human and refreshingly simple, which was a philosophy first introduced at the Bank’s 2025 Investor Day. The new brand serves as a visible expression of TD’s strategy in action.
The launch comes at a pivotal moment, as technology and AI reshape how people live, work and bank, making everyday experiences feel more complex and less personal. Therefore, TD’s new brand platform and campaign seek to address this by putting human experiences front and centre.
The campaign’s 60-second advert, titled ‘More Human’, brings this ethos to life. It features a small delivery robot navigating a busy city, getting stuck in a pothole, and relying on a friendly human to get back on its way. The story underscores that in an increasingly digital world, human interactions remain essential.
Tyrrell Schmidt, global CMO at TD, said: “The ad is an important reminder that even in a highly automated world, human experiences aren’t obsolete; they’re essential. The digital future should also be a human one,”
The campaign debuted in Canada during the Super Bowl and launched simultaneously across high-profile television and digital channels in the US, marking the start of a comprehensive, multi-channel rollout of the More Human brand throughout the year.
Alongside the campaign, TD unveiled an updated visual identity designed to be more dynamic, modern and simplified, reflecting a warmer, more human approach.
Schmidt emphasised that the new brand platform was inspired by meaningful consumer research, insights from TD clients and input from TD colleagues. The Bank’s marketing team focused on understanding how best to support clients, both existing and new, in a digitally enhanced yet human-centred way.
As technology, AI and innovation continue to evolve, TD is committed to ensuring every interaction – especially digital ones – feel intuitive, warm and centred on people’s lives.