CIBC SQUARE Flagship Banking Centre

In 2022, CIBC officially moved into its new, state-of-the-art headquarters at CIBC SQUARE in downtown Toronto. The building included a flagship banking centre outfitted with nine large-format interior and exterior-facing LED screens to help inspire, inform, and coach CIBC employees, building tenants, clients and the general public. The challenges in maximizing the communications value of these screens included multiple sizes and aspect ratios (so no one-size-fits-all approach), competing visual cues in a busy area (including a sports arena across the street with naming rights held by a major banking competitor) and no existing brand guidelines for large-format digital signage. Some screens were also visible from both the inside and outside of the building, meaning the creative had to speak equally to both passersby at a far distance and individuals deeply familiar with the brand.

In order to inspire, inform, and coach consumers, CIBC and SJC created digital signage "zones" that not only mapped typical consumer journeys and behaviours in that particular zone but also articulated a purpose and primary message for each. Bespoke custom playlists were then created for each unique zone. The extra-long external-facing screen is mostly intended for brand awareness, for example, whereas the trio of screens in the client lounge area are designed for longer-form storytelling that spotlights the brand’s history as well as current-day initiatives that support the ambitions of community members and clients alike.

CIBC SQUARE provides a truly seamless experience. Employee and customer feedback has been overwhelmingly positive with some spots so captivating, such as the 3D animations created to celebrate Pride Month in 2022 and 2023, that CIBC’s national social media and banking center teams leveraged content intended for flagship digital signage across their multiple channels, delivering unparalleled value and ROI for the client. In October 2023, the project was nominated as a 2023 Digital Signage Experience (DIZZIE) Award finalist in the Retail Environment category.

"Together we launched an innovative, modern, and inclusive space that truly ladders up to our goal of helping all Canadians achieve their unique ambitions."

— Anne Spence, Senior Manager, Brand Marketing, CIBC