Canadian Tire

Canadian Tire, Canada’s largest retailer, relies on one cohesive brand to connect with customers. Its brand design system was launched to keep every touchpoint consistent, whether it’s produced by internal channel teams or external partners.

The work began with a brand modernization: an updated brandmark and wordmark, a codified brand voice, and an expanded colour palette. The system has since grown to include icons, seasonal palettes, Figma components, and guidelines for print and digital, covering flyers, catalogues, the website, motion, social, and performance marketing.

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.

As a Brand Designer on the internal agency team, I helped build and apply the enterprise visual system, keeping the brand consistent across consumer-facing digital and print touchpoints.

Brand Strategy · Governance · Production · Design System Creation · Brand Identity · Brand Expressions · Packaging Design · Creative Direction · Environment Design · Campaign · Website · Brand Guidelines

The work was well received across the organization and set a new standard for aligning CTC’s business goals with creative outcomes. It improved clarity, consistency, and collaboration among stakeholders, and laid the foundation for scalable brand execution across all future customer touchpoints.