Creating and executing a new brand platform for Canada Life that communicates technology and simplicity in a visually engaging way. They are enablers, so I created a simple, human and natural way to inspire customers to build a better future. I used real-life photography to represent current reality and a red hand-drawn style to illustrate customer outcomes which Canada Life’s ‘Can do’ attitude makes happen. Headlines are conversational, they identify a customer need and are resolved by a hand-written ‘Can do’. It’s an attitude and visual style that now runs through all areas of the business. I delivered guidelines, a toolkit and training to help Canada Life implement the new platform across all communication channels.