Dec 17, 2019

Thirty Storeys Later

It’s been 35 years since CWB entered the banking industry in western Canada. And since 1980, its headquarters have been part of the Edmonton skyline. In 2019, the brand was refreshed and the signage tower received a new look as well.



If you drive north from the southern edges of Edmonton along one of the city’s arterial roadways past the tree-lined neighbourhoods that orbit its core, you will, almost invariably, be treated to a view of the downtown core, sitting like a glass and steel crown atop the North Saskatchewan river valley. And since 1980, Canadian Western Bank Place — the tower and home of CWB’s corporate offices — has stood prominently amidst the city centre skyline.

With a refreshed CWB brand set fully in motion, it was essential for the company’s signage, mounted at the very top of the 396 ft. tall tower, to proudly reflect these changes to the city it calls home. Over the course of several weeks, on both the north and south sides of the building, the gigantic ‘CWB’ wordmark and logo were carefully removed, letter by letter, and then replaced with their updated counterparts — often in below-freezing weather conditions.

For Nick Culo, CWB’s Vice President of Marketing & Client Experience, the new signage is as much about change as it is about re-establishing a sense of place and purpose. “It puts a smile on my face every day to see a refreshed iconic symbol of our company in the heart of downtown, 30 storeys above the ground. It fills me with a lot of pride,” he explains, emphasizing that it’s not just about reinvigorating the organization, it’s a statement to the community they live and work in." 

“It’s an important commitment to Edmonton — the city that’s the home of our head office and many of our employees.” 

Looking forward, Nick knows CWB will continue to become a disruptive force in the financial landscape, cementing itself as the best bank for Canadian business owners with its caring, proactive and specialized expertise. But, when exploring any new path, it can help to have a little light guide the way... even if it’s 30 storeys off the ground.