RBC Youth Hub

Built a digital destination tailored to Gen Z, consolidating youth-focused banking products, resources, and rewards into one cohesive platform — resulting in improved product discovery, brand perception, and long-term engagement.

Role: Art Direction, UX/UI Design
Creative Director: Colin Craig
Copywriter: Jackson Byrne
Account Managers: Dustin Norwood, James Rutledge
Project Manager: Nicole Black
Agency: Grip Limited
Client: Royal Bank of Canada
Year: 2018

Creating a Place Where Youth Feel Seen and Supported

As Canada’s most recognized bank, RBC had already built extensive programs for young Canadians — from student banking to mentorship resources. But these offerings were scattered across different channels. RBC needed a centralized, engaging destination that would resonate with youth, showcase support, and reflect the brand’s long-term commitment to their future.

Connecting the Dots Across a Fragmented Ecosystem

Our goal was to unify diverse content — from banking products to scholarships — into a seamless journey. Starting with a fixed sitemap, we focused on crafting clear pathways between tools, offers, and stories. We designed the UX to feel logical yet flexible, giving users space to explore at their own pace while ensuring clarity at every step.

Two Journeys, One Destination

Knowing that users enter with different mindsets, we created two homepage concepts:

One prioritized task-driven navigation — for users who know what they’re looking for
The other encouraged organic exploration — for those still discovering what’s possible

Both designs were prepared for A/B testing to uncover what truly resonates with our audience.

Designing for Small Screens and Big Decisions

For the mobile experience — especially in the product comparison sections — we tested multiple layouts to help users compare options without friction. The goal was to support smart, confident decision-making in a space where clarity and simplicity really matter.

Visual Language That Feels Real and Relatable

We translated RBC’s brand into a youthful, modern visual system — using bold type, close-up portraits, lifestyle imagery, and expressive illustrations. It was important that the Youth Hub felt like it belonged to the users — not just to the brand.