Huntington Bank Brand System - Nonfiction€¦ · Case Study Adam Ferguson Senior Vice President of Brand and Advertising Huntington Bank Working with Nonfiction is like rowing a

Challenge

Case Study

Approach

When Huntington Bank made the decision to shift their brand language away from illustration and towards photography, their internal brand team and external creative partners tried to recreate the wheel with each new project. The result? An inconsistent visual language that lacked simplicity, flexibility and brand recognition. We were asked to create a new brand language using three core elements: photography, hexagons, and their brand green.

Huntington Bank Brand System

We created a photography style that is unique to Huntington. Then we integrated Huntington’s hexagons. We gave them purpose by allowing them to interact with people — just like the bank interacts with customers’ lives. And through it all, we made sure Huntington owned their green. We created a comprehensive brand book that provides all the tools to create unity without being uniform.

Scope of Work— Identity System Photography StyleBrand Guidelines

Results

Case Study

Adam FergusonSenior Vice President of Brand and Advertising Huntington BankWorking with Nonfiction is like rowing a boat

on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. We asked them to develop new identity standards, and they went way beyond our expectations. They delivered, as they always do.”

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