Rebrand And Launch Film For A Canadian Bank

Newkid rebranded Haventree, a 36‑year‑old Canadian bank serving people underserved by traditional lenders, to distill real customer stories and prepare the brand for growth. Grounded in the name’s symbolism—haven and tree—the new brand world balances safety with growth. Consumer research surfaced a resonant “seasons of life” narrative that frames life’s ups and downs with optimism. Newkid commissioned documentary photographer Kam Vachon to capture real Canadians at home and in their neighborhoods, and partnered with illustrator Sabinus on a suite of warm, quiet illustrations. A grounded color palette, a lowercase wordmark, and filmic photography create an approachable feeling across touchpoints, including a launch film and brand manual. The result positions Haventree as the bank that grows with you through every season of life.