TD Brand Experience
Overview
This exhibit is the centerpiece of TD Bank Corporate Branch in Downtown Toronto. It tells the captivating history of the Bank and its role in building Canada’s economy and financial systems.
Details
- Client
- TD Bank
- Project
- TD Brand Experience
- Size
- 3,405 sq. ft.
- Scope
- Exhibit Design
- Location
- Toronto, ON, CA
- Design Completed
- 2024
- Budget
- $350
The
Goal
TD Bank Museum wanted to bring a unique experience to the new downtown branch location, above and beyond the branding in a typical branch location. TD tasked Kubik Maltbie and Reich&Petch with the design/build of the new exhibit and learning hub. The exhibits tell the story of TD’s uniquely Canadian history through rich interactive multimedia experiences and insightful artifact displays sourced from TD’s extensive collections. Information and displays are layered, so visitors can discover something new on each visit. In addition, the exhibit is designed to reflect the bank’s brand guidelines while maintaining a distinct look and feel from the customer service kiosks and desks in the same location. This new exhibit will help bring national awareness to TD’s place in Canadian history.
The
Design
The exhibit is designed around a central soaring cabinet stretching up into the vertical height of the space. This focal point is inspired by the original City of Toronto TD towers (Toronto-Dominion Centre) which is a nod to the historic architecture and the long legacy of TD bank in the city. Using this main feature as well as glazed display cases, pull-out drawers, and open displays visitors explore the history of Toronto-Dominion Bank. The four main themes in the exhibit, TD & Canada, TD & Toronto, Women at TD, and Children & TD tell the story of the Bank from its formation to today. These themes are spread across the exhibit on the introduction, the cabinet display, and teller screen display.
The exhibit reflects TD’s brand through its use of typography and color palette. It was purposefully restrained, to not compete with adjacent advertising and other corporate messaging within the space. It utilizes a linear motif, inspired by the linear designs on paper currency, to set it apart from the typical customer information and banking services sector. This motif appears as a subtle background on the graphics, as well as on the large black cube that houses AV screens with historical images from TD’s vast archive for added visual interest and context to the artifacts housed in the displays.
The
Result
Since completion, the exhibit has become a great addition to the main TD branch hub in the heart of downtown Toronto near Union Station. Since the branch is located at the base of their connecting TD office tower, the exhibit has become both an educational space as well as a space for informal social gatherings for bank employees as well as customers.
