matthew beaubien is a designer 

based in toronto. he is currently working with the design team at vml. this is a curation of his work.

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access in motion identity+motion

vancity identity+motion+art direction

designthinkers identity+motion
OF50 identity
hermanos koumori motion
klarna campaign+motion
haloo identity+motion
cheekbone beauty campaign+motion

angel’s envy campaign+art direction

     As the senior designer on Vancity's rebrand, my primary goal was to maintain visual continuity with the institution's rich history while modernizing the identity to reflect their updated values and a digital-forward experience. To honor this legacy, we retained Vancity's signature red for brand continuity, but introduced a vibrant secondary palette of turquoise, lavender, and chartreuse. This choice injected optimism and joy while celebrating the diverse community of Vancity’s members, intentionally avoiding a single, overpowering monolithic brand color. This inclusivity is further elevated by our art direction and photography, which is joyous, optimistic, and subtly fantastical, designed to hero the members and visually project Vancity’s vision for a brighter future.

To anchor this transformation, we selected the typeface "Season" for its unique ability to transition seamlessly from serif to sans. This transition, alongside our deliberate use of gradients, acts as a visual metaphor representing the shift from traditional banking to a new, progressive banking ethos of forward momentum. By pairing these dynamic, motion-friendly design choices with a structured identity system, we successfully built a flexible, digital-first brand experience that honors Vancity's roots while clearly signaling its evolution. identity
motion
art direction

VML 2025

creative directionMichael Butler

design + motion + art directionMatthew Beaubien

design support fromSara Nguyen
Jiaan Co

photographyEvaan Kheraj
Kyle Gibson
pressLittle Black Book
Strategy Magazine
Campaign Canada