Simplii Financial is a digital, full-service bank serving over 2 million clients in Canada. In 2023, the company decided to reposition itself within the digital banking market, leading to an extensive rebranding led by a third-party agency. Our team was tasked with developing and pitching a new social strategy. This strategy included tactical and creative recommendations that could be implemented alongside their rebrand to inform current clients and attract new ones.
This pivotal moment in Simplii’s evolution required a revitalization of social content. It needed to not only reflect its separation from its previous tone and voice but also emphasize its renewed focus on bold innovation and being the bank of now. Our main challenge when translating the rebrand to social media was to balance the bank's commercial priorities with strategic, timely, and topical content that reflects current societal events and trends. This challenge spurred the creation of guiding content themes and a comprehensive social-specific brand system, using the new neon colour palette, blocky type and editorial-esque photography to create thumb-stoping content.
In response to the challenge, our solution for Simplii was heavily grounded in developing and refining the brand's tonal qualities. The essence of refining Simplii’s tonal qualities extends beyond the conventional narrative of banking, weaving together the bank's evergreen priorities, participating in relevant societal conversations, and prioritizing people-first storytelling. Through strategic messaging and visually engaging campaigns, our goal was to establish Simplii as a trailblazer in the industry, uniquely attuned to the ever-changing relationship people have with their finances. This was achieved through rich social content tailored to the most relevant markets. Guided by the needs of Simplii’s targeted clients, our strategy championed authenticity to cut through the noise of social media abundance.