Scotia Life Financial Digital Rebrand
Scotiabank
Challenge
Brand name created perception barriers and severed connection to Scotiabank's established equity. Fragmented digital experience drove user abandonment and conversion drop-offs.
Approach
Restructured digital architecture to enable cross-sell conversion
Aligned brand identity with parent company standards
Eliminated friction points across user journey
Execution
Unified visual/verbal identity system with Scotiabank guidelines
Redesigned information architecture and navigation
Streamlined decision pathways in digital and print channels
Rebuilt customer experience from awareness through purchase
Impact
Increased organic traffic and engagement
Reduced conversion drop-offs
Strengthened brand ecosystem integration
Restored customer trust through clarity