Introducing your local
Mobile Mortgage Advisor.

The project

Client: Betty Wang
Role: Mobile Mortgage Advisor, CIBC
Brand: Within CIBC’s brand standards
Year: 2022

Betty Wang is a CIBC mobile mortgage advisor — the kind who goes to her clients rather than waiting at a branch. She needed a pair of roll-up banners to stand up in a crowd — one in English, one in Chinese, for the families who speak both. The bank’s standards fixed the logo, the red and the pattern; our job was to say what she had to say, clearly, inside those lines.

English roll-up banner
Chinese roll-up banner
Square graphic
Landscape card

01The roll-up

A roll-up is 80 inches tall and 33.5 wide, and people read it top to bottom as they walk past. CIBC’s standards supplied the white logo band, the red field and its darker triangles; we ordered the rest into one line of reading, top to bottom: an opening line, a promise, a face, a name.

1White band: the CIBC logo, alone
2A greeting and a promise
3The portrait, at eye level
4Under the white rule: name and role
5The bank’s required disclaimer

02Two languages

Not translated —
written twice.

The English banner opens by introducing her; the Chinese one opens with a question — “正在考虑买房吗？”, thinking of buying a home? — which is how a Chinese reader expects to be greeted. Both share one layout and one portrait; only the words are written for their own language.

English

Introducing your local
Mobile Mortgage Advisor

Start your home buying journey on the right foot

I will provide personalized advice to help you choose the mortgage solution that’s right for you, at a great rate. Contact me today.

Chinese

正在考虑买房吗？

买房过程中有许多重要的事情需要考量

我可以在您购房的每一步中提供个性化的建议，助您满怀信心购置房产。欢迎即刻与我联系。

Start your home
buying journey
on the right foot.

03Small formats

The same red,
down to a phone.

The same file holds two smaller pieces: a square for social posts and phone screens, and a landscape card headed “您身边的贷款专家” — your local mortgage expert. The triangle pattern is re-laid for each format rather than shrunk from the banner.

Inside the bank’s lines,in her own words.

Not translated —written twice.

The same red,down to a phone.

Inside the bank’s lines,
in her own words.

Not translated —
written twice.

The same red,
down to a phone.