ORIENTAL BANK

The strategic shift that changed a market

When I started working with Oriental, the bank was third in market, competing in a category still driven by product-first messaging and traditional banking behavior. We didn’t reposition the brand, but we actually rebuilt its foundation.

The shift

From talking about the bank → to enabling customer progress.

We developed a new strategic platform that redefined Oriental’s role, turning progress into something customers could actively experience, not just hear about.

What we built

A new brand platform: More Than Ready, later evolving into Yes I Can
A full identity system designed for a more human, digital-first brand
A messaging approach grounded in real customer outcomes, not product features
A campaign system where customers became the voice of the brand

Beyond communications

For the brand to be credible, the bank had to act differently. This transformation extended into the business itself:

New digital tools and services that gave customers more control
A shift toward digital-first banking in a branch-led category
A rethinking of branch behavior through technology and new service models

Impact

+126% growth in online banking users
Record account openings and highest NPS in the bank’s history
Moved from #3 to #2 in market
The platform scaled across products, campaigns, and business changes, proving both flexible and resilient.

The bank stopped talking about itself and built a system that let customers prove its value.

What I did

Coordinated the building of two institutional brand platforms (More Than Ready → Yes I Can)
Conceptualized and produced two institutional campaigns, including strategic messaging and rollout
Defined narrative, messaging, and identity systems across retail, commercial, and corporate segments
Sustained brand consistency through the Scotiabank acquisition and COVID-19