Overview

Led the creative direction and development of the TD Summer Reading campaign, creating a vibrant visual system designed to engage young audiences and promote reading through libraries across Canada.

The campaign translated the program's educational goals into an approachable visual experience across print, digital, and environmental media. The TD Summer Reading Club has been delivered by thousands of libraries nationwide and supports reading engagement for children of all ages.

Challenge

The campaign needed to appeal to a wide audience of children and families while maintaining strong alignment with TD's brand identity.

Assets also needed to work consistently across a broad range of channels including libraries, marketing materials, and digital promotions, requiring careful coordination of visual elements and production specifications.

Approach

I led the art direction and design development of the campaign, establishing a cohesive visual language built around playful illustration, vibrant color, and clear typography.

The creative concept was developed to scale easily across multiple formats while maintaining strong visual impact in both large-scale environments and smaller digital placements.

Throughout the campaign rollout, I ensured that all assets maintained pixel-perfect consistency across mediums, from print installations to digital channels.

Design System

The campaign included a flexible set of creative components that supported consistent implementation across channels:

• Art direction for campaign illustration style and character design
• Adaptable layouts for posters, signage, and promotional materials
• Coordinated typography and color systems aligned with TD branding
• Production-ready assets optimized for both print and digital formats

The structured system allowed the campaign to scale smoothly across multiple environments while maintaining a unified visual identity.

Outcome & Impact

The campaign was highly successful and resonated strongly with the client and participating organizations.

Following the initial launch, the client returned to reuse the same creative strategy and visual system for subsequent campaign iterations, introducing new illustrations and messaging while retaining the established design framework.

This approach ensured brand continuity while allowing the campaign to evolve each year with fresh creative elements.