Canadian Tire Brand Design System

THE CHALLENGE

Canadian Tire Corporation required a scalable enterprise brand system that could unify communications across multiple teams, channels, and customer touchpoints while supporting evolving business priorities. Starting with Canadian Tire Retail.

 

MY ROLE

I led the concept development, implementation, governance, and rollout strategy for the new Brand Design System, partnering with external vendors, leadership teams, marketers, and creative stakeholders across the organization. I audited the current assets, conducted interviews to understand channel and project strategies, developed systems, presented and obtained stakeholder buy-in, created guidelines, oversaw the successful launch of various sprints and continue to review work for brand governance. 

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THE OUTCOME

The Brand Design System was implemented enterprise-wide across multiple teams and communication channels, supported by more than 300 pages of comprehensive guidelines and governance documentation. The system strengthened brand consistency, improved production efficiency through scalable standards and templates, and created greater cohesion across digital, print, retail, and corporate communications.