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CWB’s bold new brand promise and visual identity reflect its bright future

EDMONTON, Alberta – CWB Financial Group’s (CWB) journey to be a disruptive force in Canadian banking took another step forward today with the launch of a new brand positioning and visual identity. The bold, bright language and design reflects the financial institution’s position as a clear alternative for successful business owners across Canada.

“Our ongoing expansion into targeted industries and communities across Canada means business owners and decision makers are meeting CWB for the first time,” says Chris Fowler, CWB’s president and CEO. “This rebrand gives us the opportunity to better convey the proactive, personalized service we’re known for. It’s why our clients love us.”

CWB will go to market with a refreshed, more dynamic visual identity, including the first modernization of its logo since 1988. Brighter colours, a fresh font and simplified shape, give new life to the company’s “W” icon and signature teal colour, the latter of which is a differentiator amidst the primary colours used by industry peers. CWB’s new positioning statement – Obsessed With Your Success™ – is a bold nod to the care, commitment and proactive approach the company’s relationship managers, leadership and their supporting teams demonstrate for their clients.

“Simply put, we’re exceptional at building and nurturing relationships,” says Stephen Murphy, CWB’s executive vice president of banking. “Business owners choose CWB because they know they can count on us to move with urgency and efficiency while providing them with expert advice to help their businesses succeed.”

“CWB has been obsessed with our clients’ growth and success for many years – it’s part of our DNA,” adds Fowler. “We have a great story to tell and are planning to share it more widely. This renewed focus on our brand helps us do that.”

Learn more about CWB’s brand launch campaign, which features a new website, a modernized logo, brand promise, TV commercial and more:


Maya Filipovic
Manager, External Communications
CWB Financial Group
(825) 203-3489
[email protected]