Branding and Marketing
Digital Marketing and advertising
Non-Profit And Non-Government Organizations (NGO)
In 2015, the Canadian Payments Association undertook a project to update its name and brand to better reflect its role in the Canadian economy and to highlight the importance of the modernization of Canada’s payments system.
Spruce Creative was hired to develop the brand identity and support the launch of the new brand, which included designing a modern and responsive website.
Payments Modernization 101 explainer video.
Payments Canada: Connect.
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.
Since developing the new Payments Canada brand, Spruce Creative has continued to work with the association to support many of its most important communications efforts – including designing and developing a website about the largest payments modernization project in Canadian history.
Our team has designed animated learning videos, developed microsites, and developed and implemented marketing strategies to support exciting new projects, such as the Payments Canada’s annual conference (The Summit). Our writers and designers have also facilitated stakeholder communications through annual reports, corporate plans, presentations and more.
The Payments Canada brand is globally recognized as a leader in national payments systems and is becoming an increasingly well-known association in the Canadian financial landscape. Payments Canada’s communications materials are helping advance the education and knowledge of this critical sector in the Canadian economy, and Spruce continues to be a trusted partner in communicating with stakeholders and the public.