Canadian Tire
Design System & Brand Governance
Client
Canadian Tire Corporation
Industry
Retail
Role
Brand Designer
Year
2024
The brief.
As Canada’s largest and most successful retailer in an ever-evolving landscape, Canadian Tire relies on a strong, cohesive brand to connect with customers. To support this, the Canadian Tire brand design system was launched to create consistency across all customer touchpoints, whether produced by internal channel teams or external vendors and partners.
The initiative began with a modernization of the brand, including updates to the brandmark and wordmark, the codification of the brand voice, and the expansion of the colour palette. Since then, the system has evolved to include omni-channel assets such as icons and seasonal colour palettes, along with comprehensive guidelines for both print and digital channels. These guidelines support a wide range of applications, including flyers, special catalogues, the website, motion, social, and performance marketing.
My role, My role as a Brand Designer was to help our talented team of creatives deliver on the company's core brand purpose through all touch points and channels.
What I delivered.
- Brand Strategy
- Governance
- Production
- Design System Creation
- Brand Identity
- Brand Expressions
- Packaging Design
- Creative Direction
- Environment Design
- Campaign
- Website
- Brand Guidelines
What we set out to do.
To help establish scalable brand governance, guidance, and controls that enable consistent, high-quality creative across all Canadian Tire Company banners, supporting collaboration among internal teams and external partners while strengthening brand execution at every touchpoint.
What shipped.
As part of the internal agency team, I contributed to work that has been well received across the organization, helping establish a new standard for alignment between CTC’s business objectives and creative outcomes. The collective effort improved clarity, consistency, and collaboration among stakeholders, while laying a strong foundation for more effective and scalable brand execution. The team continues to build the visual communication platform and guidelines that will govern all future customer touchpoints.
