Huntington Private Bank
Huntington Private Bank
Unparalleled advice. Uncommon Service.
Scope of work
Verbal Identity, Visual Identity, Creative Direction, Brand Guidelines
Huntington Bank works with Private Bank clients with uncommon commitment. They not only look out for their clients. Huntington listens to their real-life situations and responds with smart advice, not just product solutions. The Private Bank brand mixes rich experiences with the human connection that makes Huntington unique. In turn, we unified the Huntington experience across lines of business while giving each the right tools to speak to their distinct audiences.
Strategy
Expanding on our earlier brand system for retail banking, we looked for traits each line of business has in common as a starting point. For Huntington, that is always their dedication to serving customers as real people. For a private bank audience, we focused in on the level of access offered to customers, which is extremely uncommon in the industry.
Design System
The idea of rare experiences led us to a much more refined, sophisticated visual system for private bank. We reimagined familiar elements from the parent brand in new ways, leaning more into simplicity, upscale photography, and subtle design elements.
Private Bank presented a perfect opportunity to do something very new for Huntington—allowing the brand mark to stand on it’s own.
Color
We added an extra dark, almost-black green to Huntington’s palette, and paired it with their lightest, most vibrant light green. Together they have more dramatic contrast and allow for tone-on-tone applications.
Gradients
Always following the angle of the Huntington hexagon, the gradients are set in vivid green and fade out to Private Bank dark green or white. They add a sense of atmosphere and elegance to the system.
Hexagons
An important aspect to this identity was a new way to use Huntington’s hexagons—and one that matches the sophistication of the concept. Extra large, outlined hexagons overlap and intersect to add movement and structure. And we use filled versions that form a radiating pattern, always used as a corner element or to emphasize content.
Photography
Our Private Bank photo selections aim to be authentic to their more specific audience, while emphasizing an aspirational lifestyle. Subjects are shows enjoying life, and images portray a sense of freedom.
Notes
Created at Nonfiction
Collaborators
Neil Wengerd — Creative Direction, Strategy
Jacob Strous — Design
Kimmy Alexander — Project Management
Role
Design, Art Direction
Date
2022
© wilkeworks, llc 2024
© wilkeworks, llc 2024
