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Simplii Financial breaks new brand campaign

Digital bank Simplii Financial has debuted new branding using the the tagline, “Start Your Engines.” The branding includes a new logo and a new visual style intended to convey “energy and optimism.” The updated brand is being introduced with a 60-second online video, online ads and out-of-home executions. The creative makes use of black-and-white images representing the moments before an action takes place. Simplii Financial is a subsidiary of CIBC.

“Since our inception, Simplii has challenged the conventional belief that a better future means compromises in the present,” said Tammy Sadinsky, senior vice-president of brand and marketing at CIBC. “Our new brand highlights the importance of maximizing today and taking action.”

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