AVION REWARDS
How Avion Rewards transformed into a Canadian lifestyle icon
As Avion Rewards became accessible to all Canadians, the brand sought to position itself as a mega-brand in the Canadian market. Our challenge was to emotionally connect with consumers and stand out in the crowded loyalty landscape. To achieve this, we evolved the Avion Rewards look into a more lifestyle-focused, vibrant, and emotionally charged identity.
We leveraged the strong brand equity of Avion Rewards that RBC customers know and trust, and reimagined it to resonate with all Canadians. Transitioning into a lifestyle-focused space allowed the brand to form deeper emotional connections and integrate seamlessly into the everyday lives of its audience.
From a visual perspective, we built on Avion Rewards’ distinctive assets—rooted in the iconic RBC branding. The reinvention of the Shield Waves became a key visual connector across merchants, partners, and applications.
We designed a modular system where the Shield Waves complemented, rather than competed with, the broader brand experiences. A comprehensive brand identity system was developed to ensure consistency and clarity, enabling Avion Rewards partners to effectively integrate the branding into their own initiatives. This included contextual applications showcased through a detailed style guide, highlighting the versatility and cohesion of the new visual identity.
As a digital-first brand, Avion Rewards needs to succeed outside the financial institution/bricks and mortar space, while protecting the core DNA of the brand to maintain a connection with RBC Masterbrand through the distinctive shape of the shield waves, brand colour usage and established typography. We also focused on how the visual identity would work in application, integrating with key stakeholders in various applications.
ELEMENTS:
Colour Palette Development
Branding Elements & Assets
Iconography & Illustrations
Promos, Offers & Merchant Partnerships
UI Elements
Brand Identity
Style Guide Development
