HomEquity Bank has chosen Zulu Alpha Kilo as its new agency, following a review process that began in the summer.

The 30-year-old bank headquartered in Toronto caters to senior Canadians and is known for its reverse mortgage offering to homeowners 55 and older.

The agency is beginning its work on brand strategy and brand design, which will eventually lead to a new integrated creative platform to launch in 2018.

Zulu’s history of “successfully growing some of Canada’s more renowned brands,” helped clinch the win for the agency, according to Yvonne Ziomecki, HomEquity’s EVP of marketing and sales.

Zulu also recently promoted Gail Pak to creative director and expanded its creative and strategy teams.