AVION REWARDS

TRANSFORMING AVION REWARDS BEYOND A BANK PRODUCT

DEFINE THE PROBLEM

When Avion Rewards opened up its program beyond RBC customers, it needed to reposition itself in a new market – loyalty programs. Our problem to solve: build deeper emotional connections and shift from a financial-services identity to a lifestyle-forward platform — without losing the trusted equity of RBC.

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DESIGN THE SOLUTION

We didn’t overhaul the brand — we recalibrated it. By leveraging the strong equity that RBC customers know and trust, we evolved Avion Rewards into a more vibrant, emotionally charged, and lifestyle-focused identity, all while maintaining its distinctive Shield Waves, colour palette, and typographic DNA.

We reimagined Avion Rewards for modern Canadians — designed to integrate seamlessly into everyday life and resonate far beyond the banking space.

The Shield Wave was reinvented as a distinctive, flexible brand asset that could serve as a visual connector across merchants, partners, and applications.

We built a modular identity system — spanning illustration, iconography, digital layouts, and partner integrations — that complemented broader brand experiences rather than competing with them.

DEPLOY THE PLAN

Digital-First Grid: Ensured consistency and scalability across digital platforms, reflecting the brand’s role beyond bricks and mortar.

Modular Storytelling: Demonstrated flexibility through applications spanning lifestyle photography, product features, partner branding, and illustration.

Comprehensive Guidelines: Captured in a detailed brand book and style guide, providing clarity for partners and ensuring cohesion across all contexts.