CMRA
Capital Markets Regulatory Authority is the initiative by the governments of British Columbia, New Brunswick, Nova Scotia, Ontario, Prince Edward Island, Saskatchewan, Yukon and Canada will better protect investors, enhance Canada’s financial services sector, support efficient capital markets and strengthen the management of systemic risk.
Industry
— Financial services
— Regulator
Branding to
— Become known
— Build internal cohesion
— Articulate value
Services
— Brand identity & visual systems
— Brand & value proposition strategy
— Corporate communications
The situation
The idea of a national securities regulator for Canada had languished for years due as the larger provinces were reluctant to give up control of their capital markets. When Yield was engaged, six provinces, one territory and the federal government were on board with the program and the challenge was to create an identity that would not satisfy existing members but appeal to the future members, CMRA hoped to enlist.
Human catalyst
People are more likely to embrace a new brand if they feel they have been heard.
Our solution
Yield developed a multi-staged process that ensured, key stakeholders, depending on their role and importance, would be consulted at each stage of the process. This included one-on-one interviews with representatives from all seven jurisdictions, senior executives, board members and industry associations. It was followed by a robust industry assessment of foreign regulators to identify best practices and design cues. After this report was tabled we surveyed all 900 staff of the participating jurisdictions to assess the values most important to them and the integration dynamics of how they thought the future CMRA should operate.
These inputs informed the brief which was centered on CMRA being a pan-Canadian entity that could bring protection and efficiency to capital markets. Following three rounds of design we created an online platform where the six finalist designs were voted on by 100+ key stakeholders. Based on that input a final recommendation was made to the board which was approved.
The Yield
CMRA has overcome a legal challenge from the Quebec Securities Commission and is preparing to launch in 2019 with the addition of Nova Scotia and Newfoundland bringing the total to eight provinces.