Creating a Brand Expression to Match its Growth Ambition

Challenge

After signing the biggest arena naming rights deal in North America, we embarked on the largest rebrand in company history — How might we erase 20 years of history and fast-track adoption of the name, and increase positive perception of our new sponsor?

Solution

Design: We developed a dynamic design system where mosaics seamlessly connect the historic bank, the iconic building, and the endless number of events that might take place there on any given night.

Go To Market: We started with the notion that we were not changing an opinion - we were changing a habit. Based on the psychology of habit change, we crafted our marketing strategy around three key tactics: (1) update triggers, (2) deploy high frequency reminders and (3) reward the new behaviour. We launched a multi-faceted campaign designed to speak to fans at every step of their journey to the arena and anywhere they would see it.