In 2025, Canada Day arrived at a moment of heightened reflection around national identity and sovereignty. Scotiabank saw an opportunity to acknowledge the cultural moment by reinforcing a message of unity and shared belonging across the country.

Providing creative leadership on the initiative, I helped establish a concept grounded in Canada’s most enduring symbol, the maple leaf, reinterpreted as a living expression of diversity and collective strength. A layered visual system, built from varying forms and tones of red, represented the many individuals and communities that together define the nation.

In partnership with Copywriter Alec Ieletzky, we developed a narrative celebrating the freedoms Canadians share while emphasizing the importance of connection during times of uncertainty.

The campaign rolled out nationally across Scotiabank’s social channels and extended into branch environments, ensuring a consistent and meaningful presence across customer touchpoints.