Spruce Creative began by conducting research on the evolving field of international payments systems, while also participating in conversations with the leadership team about the organization’s new name. Once the new name, Payments Canada, was selected, Spruce Creative developed a series of brand identities which drew on the consultation process and research. Payments Canada and Spruce Creative engaged in a collaborative process to ensure that the new brand aligned with the evolving vision and values of the organization.
The result was a brand vision centred on connectivity and innovation. To support the brand launch, Spruce Creative developed brand guidelines, a corporate video, a launch tagline, branded products, a new website and an interactive puzzle to reveal new the logo.