Simplii Brand Identity

Simplii Financial is a Canadian direct bank and the digital banking division of the Canadian Imperial Bank of Commerce. In partnership with Broken Heart Love Affair, Simplii developed a platform focused on banking in the now called Start Your Engines. We worked closely with the BHLA team to create a striking new look that pulls its palette from classic album covers and combines it with whimsical life moments set in black and white. The dots symbol derived from the three lowercase i's in Simplii evoke a stylized ellipses that hints at a continuation or forward movement and connects to the overarching positioning while also evoking loose coins.

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