Financial services have been around for hundreds of years, but they haven’t really changed all that much. The banking industry, both in terms of design or function, has remained relatively static. Hey, it’s understandable when your roots run deep in tradition. That’s the thing. We’re not a bank—by design. And it’s not just a play on words that we decided sounds nice; we’re actually consciously using design and psychology to make it fun to be financially responsible. (Because let’s be real, “financial responsibility” sounds anything BUT fun.) While we do offer some things you can get at a bank, we’re definitely not your granddad’s bank. Basically, yeah, designing holistic experiences that are beautiful, functional, and inspiring is a huge part of what we do, but what we’re really after is the best way to get Canadians financially fit. It just so happens that design’s a pretty effective way of doing it. The design of financial fitness Designing the brand We designed the brand mark using geometric lines and shapes to create something that’s simple, yet has character and impact. It’s shaped to communicate our fresh and