Tellr is a brand, app and experience imc² envisioned on behalf of TD Bank for a new online bank targeting millennial customers. TD recognized they couldn’t perpetuate the branch density they were known for in their brick-and-mortar operation in an expansion beyond the Eastern seaboard. So they tasked us with creating an entirely new brand and experience they could take to market without investing hundreds of millions in additional real estate. We performed extensive research into the banking needs, desires and preferences of millennial customers. Our brief was to change the way millennials thought about money, and their bank. Among other things, we learned that a full 67% of millennials wished Apple or Google could be their bank. So we constantly asked ourselves, “What would Apple do?” Working initially with the confidential project’s codename, Kale, we identified use cases, mapped extensive customer journeys, and created this clickable prototype of the app and online experience.

In a parallel project, we developed the Tellr brand, helped TD acquire tellr.com from the overseas publisher who owned the URL, and made plans to roll out Tellr in selected markets. Here’s a video manifesto we developed for the Tellr brand.

We envisioned lots of great experiences, including these Tellr trucks. Part food truck, part rolling wi-fi hotspot, Tellr trucks were designed to serve up millennial-favorite street food with a side of Tellr app downloads. Tellr trucks and all the other great IP we created for Tellr are parked on a shelf at TD’s headquarters in Toronto. There are no current plans to launch it.