CIBC’s digital banking brand Simplii has unveiled a new brand perspective and updated look that aims to be as modern, current and compelling as possible.

The branding introduces a new logo, a vibrant magenta and neon green colour palette, editorial-style images in black and white that capture raw and candid moments, as well as three dots borrowed from the ‘i’s in Simplii.

Tammy Sadinsky, SVP of brand and marketing at CIBC, says the brand didn’t want to be limited to banking category conventions and looked to high-performing brands outside of finance for inspiration.

The black and white hero spot – running in social, programmatic display and out-of-home channels – is called “Start Your Engines,” and shows people in near-suspended animation preceding a looming action, all reflecting the idea of urgency, Sadinsky explains. This is a break from other banking ads, which typically focus on the future and long-term financial goals, a reflection of the immediate needs being felt by Simplii’s intended client base.

“The creative itself and the stories we’re telling…are really intended to creatively express our positioning of ‘bank on the now,'” Sadinsky says. “Our research shows that for nearly half of Canadians, the present is the most important time when it comes to their personal finances.”

Simplii says clients can expect this to be reflected not just in the overall look and feel of the bank, but also in their products as the bank continues to innovate. In line with the bank’s commitment to delivering simple, straightforward banking, this new approach will include frictionless products, innovative digital tools, and client service to make the most of their money, and doing it now.

There is no conventional TV right now, and the Simplii brand is taking a “prudent” approach to the marketing and support. “It’s a digital only launch for now,” Sadinsky says. “It is a digital bank, and we chose to market where consumers will see us first.”

Simplii has approximately two million clients, and with the new positioning it is looking to expand that base with digitally savvy consumers, as well as newcomers and international students, who Sadinsky says is an increasingly important demographic.

Broken Heart Love Affair handled the creative. PR support is by Pomp & Circumstance, with EsseneceMediacom on the media buy. Multicultural elements will be handled by Barrett & Welsh and CRM elements by Performance Art.