WORK
Balancing brand identity with customer resonance
Evolving brand guidelines and market positioning against RBC’s established brand and tone of voice.
Finding a fresh, new brand voice requires a combination of copy iterations and user testing.
Final Brand Voice: clear, human, simple
to
Initial Brand Voice: casual, modern, upbeat, some slang
target sub-group of Users: want full control over investing but aren’t confident
Version 1:
Real control is peace of mind.
Invest effortlessly on your terms. We’re here to make it easy.One tap, instant portfolio. Ready-made ETF bundles . Skip the guesswork. Just start.
Consistency > timing the market.
Set it once and let it go. Hit play or pause anytime. You’re always in control, even during dips.
Free trades? You got ‘em.
50 on North American equities. No commission fees to kill the vibes.
Transfer. Invest. Done. In real time.
Move money instantly. Catch market dips. Never miss a market opportunity.
Version 2:
You make the moves. We support the rest.
Always at your pace, always on your terms. Smart, simple ETFs.
Low cost, transparent. Build your own playlist of top stocks.
Set it once, let it go.
You’re always in control, hit play or pause anytime.
50 free trades = 50 smart moves
Try new moves, learn and grow. Your first 50 trades are on us.
Real time money moves = no delays.
Move money instantly. Market dips don’t wait. Neither should you.
Version 3:
Your money. Your moves.
Always on your terms. Invest your way.
Pick your playlists of stocks and ETFs you love.
Smart, simple investing.
Set it once and let it run. Pause, edit or hit play at any time.
Free trades where it counts.
Get 50 free trades on North American stocks and ETFs, on top of unlimited trades on select ETFs.
Deposit and invest. In real time.
Move money instantly. Never miss an opportunity.
target sub-group of users: want Tax-Free Investing
Version 1:
Hello, tax perks.
Reach your investment goals faster.Less taxes = big goals, faster.
TFSA, FHSA, RRSP —not just letters; they’re glow-ups for your goals.
Transfer and contribute. Instantly.
Move money in seconds. Contribute, pause, whenever. No missed deadlines, no over-contributing.
Free trades = more gains.
Your first 50 trades are on us. Keep more of your money invested.
Auto-invest, no stress.
Chill money moves on autopilot. Grow your TFSA, FHSA, RRSP without overthinking it.
Version 2:
Smart money starter pack.
Tax-smart investing made easy. Invest tax-free.
Did you know? Your RRSP, TFSA, and FHSA can hold stocks and ETFs —not just savings. Grow your money without extra tax slowing you down.
Less taxes = big goals, faster.
Use tax perks to save for a home, retirement, or anything bigger. Your investments do the heavy lifting.
Keep more invested.
Because your gains aren’t taxed the same way, more of your money stays in the market, compounding over time.
Auto-invest, no stress.
Invest on autopilot. Let your portfolio grow steadily, without overthinking it.
Version 3:
Tax benefits for big dreams.
Invest with your TFSA, FHSA, and RRSP — tax benefits built in. Gains on gains (on gains).
That’s compounding at work. Your money could earn, then those earnings earn, see the pattern?
Invest tax-free.
With TFSA or FHSA, your money grows tax-free. With RRSP, you get a break today and pay when you withdraw. Either way, you keep more.
Reach big goals.
Save for a home, retirement, or anything bigger — your investments do the heavy lifting.
Auto-invest with benefits.
Set recurring buys once and let the market do the work. Check in when you want.
Multiple copy iterations that balance the themes and value propositions that appeal to sub-groups of target users while also experimenting with a brand voice that pushes past the established norm.
Balancing Brand Identity with Customer Resonance
Balancing evolving brand guidelines and market positioning against established brand and tone of voice.
A fresh, new brand voice, but how far to go?
Iterative designs to find the brand voice that resonates with our target user group - young investors - while staying true to the broader brand identity of RBC.
Iterative designs for an evolving brand voice and market positioning.
Iterations grouped by themes and value propositions mapped to distinct user attributes for multiple user sub-groups.
Result
A fresh, clear, human-centered brand voice resonant with our target user group and targeted sub-groups with distinctive financial attitudes and value propositions.
Simplifying complex Information
Beneficial ownership who? Shareholder communication what?
A scenario that doesn’t apply to over 80% of target users. Mired in complexity. An uphill battle with compliance, legal and risk.
Fighting the good fight to simplify complex information to get to the heart of what’s important for our users:
Improving understanding of information presented through human-centered language;
Easy to choose the right option for their situation;
Reducing time on page and to continue to the next screen
Result
Simplifying user comprehension of complex information feeds into the primary goal for this flow — open an account in seconds.
Creating positive friction
Investment recommendations that are relevant and responsible for user goals and financial situations vs. requirements and obligations of OSC audit.
Large $ amount, low time period and high % loss convey high market volatility and evoke an emotional reaction and get an accurate picture of emotional risk tolerance.
Descriptive and contextualized options.
Sequence from risk tolerant to risk averse to reduce primacy effect and to increase friction.
Result
Encourage users to pause and choose an option instead of the first as default and get an accurate picture of emotional risk tolerance.