National Bank is unveiling the evolution of its brand identity across Canada, highlighting its commitment to helping individuals, communities, and businesses move forward with their projects. The new tagline, Build something. complements the logo and reinforces a bold and distinctive call to action for Canadians.

A nationwide survey conducted by Léger on behalf of National Bank reveals that a majority of Canadians (77%) have postponed personal or professional projects – such as renovating a home, starting a business, or building a family – believing it wasn’t “the right time.” In response, National Bank is positioning itself as a true partner to its clients, reaffirming its mission to make a positive impact by supporting them at every stage of their financial journey.

This brand evolution, developed in collaboration with creative agency LG2, reflects the Bank’s strong corporate culture – one that’s deeply human and action-oriented. It underscores the Bank’s commitment to building lasting, trust-based relationships with its clients. With a comprehensive offering under one roof, National Bank is showing that it’s always possible to move forward and start building your future today.

Highlights

• A creative campaign showcasing the Bank’s new brand identity will launch across multiple media platforms nationwide starting September 11.
• The campaign celebrates doers, those who build, create, and transform their everyday lives. It illustrates how the Bank stands beside them, listening, adapting, and offering tailored solutions, giving Canadians the opportunity to embrace and identify with this new identity.
• According to a recent Léger survey*, more than one in two Canadians say they’ve missed out on opportunities because they were waiting for “the right time.”
• Reasons for delaying projects include insufficient financial resources (44%), lack of time, motivation or energy (31%), fear of risk or failure (11%), and lack of confidence in their abilities (10%).

*Survey conducted with 1,512 participants from August 15 to 17, 2025.

Quote

“The evolution of our brand identity truly reflects who we are: a dedicated team supporting those who build, create, and transform their lives across the country,” said Pierre Dufour, Senior Vice-President, Client Strategy & Experience at National Bank. “With this renewed identity, we’re presenting a clear and unified stance in the market. It’s an evolution that feels authentic—bold, inclusive, and one that propels us forward, together.” 

About National Bank of Canada
With $553 billion in assets as at July 31, 2025, National Bank of Canada is one of Canada's six systemically important banks. The Bank has approximately 34,000 employees in knowledge-intensive positions and operates three business segments in Canada: Personal and Commercial Banking, Wealth Management and Financial Markets. A fourth segment, U.S. Specialty Finance and International, complements the growth of its domestic operations. Its securities are listed on the Toronto Stock Exchange (TSX: NA). Follow the Bank’s activities at nbc.ca or via social media.

Information:

Marianne Dubois-Poirier

Advisor, Public Affairs and Social Media
National Bank

marianne.duboispoirier@nbc.ca