Canadian Tire Design System

DETAILS

The brand design system at Canadian Tire was launched to help create consistencies between all the customer touchpoints, whether they be created by internal channel teams or external vendors/partners. This project began with the modernization of the brand by updating the brandmark and wordmark, codifying the brand's voice and expanding colour palette. The system has grown to include omni-channel assets, like icons and seasonal colours, and specific guidelines for the the print and digital channels, covering off the flyer, special catalogues, website, motion, social and performance marketing.

As the lead designer focusing on omni-channel assets and print channel guidelines, I audited the current assets, conducted interviews to understand channel and project strategies, developed systems, presented and obtained stakeholder buy-in, created guidelines and oversaw the successful launch of various sprints.