We made the equation easier for clients to see: TBSM’s expertise + the right solutions = optimized performance.

The challenge...

Treasury & Balance Sheet Management (TBSM) operates in a sophisticated, high-stakes environment, working at the intersection of treasury, balance sheet management, technology, and consulting. As Canada’s largest full-service treasury solutions provider, TBSM already had the expertise, experience, and reputation to lead its space—but its brand didn’t fully reflect the breadth of its capabilities or the value of its offerings.

Having never worked with an agency before, TBSM was ready to take a more strategic approach to how it presented itself in the market. That’s where we came in. We were tasked with fine-tuning its brand and connecting TBSM’s solutions to the client outcomes that matter most: greater ease, visibility, control, and financial performance.

The solution...

We started by getting deep into TBSM’s world—learning its industry, understanding its processes, and digging into the needs, behaviours, and decision drivers of its audiences. These insights informed a comprehensive brand strategy and identity, carried consistently across every touchpoint:

  • Strategy & messaging

    TBSM now has a clearly defined tone of voice, a brand story, elevator pitch, key messages, and a tagline: “Built to Connect. Scaled to Deliver.” Together, these elements turn complex capabilities into a compelling value proposition.

  • Logo & visual identity

    TBSM’s new logo and distinctive graphic system reflect its methodical, analytical approach. The visual language balances rigour and evidence-based thinking with a more human-centred, technology-forward feel.

  • Colour palette & graphic elements

    The expanded colour palette communicates sustainable growth, financial performance, and trust, while supporting patterns and graphic elements convey progression—from risk to return.

  • Digital experience & brand rollout

    The new identity carries across the website, social media, presentation materials, and other touchpoints, creating a cohesive experience that brings TBSM’s capabilities into focus and gives their team a platform that fully showcases their scale, expertise, and capabilities.

TBSM logo Logo: Before & After
Branding application Branding applications
Branded Materials
TBSM website Website
TBSM Brand Guide Brand Guide
TBSM presentation TBSM presentation TBSM presentation TBSM presentation
Editable Presentation Template
TBSM tradeshow booth Tradeshow Booth

The result...

Launched in October 2026, TBSM’s new brand is officially out in the world. From a clearer story to a more cohesive identity, TBSM now has a stronger foundation to build on as it continues to grow.

But don’t just take our word for it.

“I really appreciate all the work over the last year, and am impressed with the quality of the deliverables and the time and effort you’ve taken to understand our business.” Joel Nattrass, Chief Executive Officer, TBSM

“We are very happy with what has been created and for the solid foundation that this allows us to further build upon… We are delighted about our choice in marketing partner. In short, thank you!” Doug Adams, President & Founder, TBSM

The deliverables...

  • Market research and audience analysis
  • Brand identity redevelopment, including logo and visual identity system
  • Business card and email signature design
  • Print and digital letterhead
  • Brand voice and brand story
  • Key messages
  • Brand guidelines
  • Presentation materials
  • Tradeshow assets
  • Social media assets and support
  • Website design and development