Huntington Bank
A 150-year-old bank, redesigned for what’s next.
Banking
2025
For over 150 years, Huntington has stood for Fair Play, putting financial power back in the hands of everyday people. The first bank to eliminate overdraft fees, it built a reputation for doing what others wouldn’t.
But as the brand grew from a Midwest mainstay into a national player, the landscape had shifted. Fintechs were selling speed and ease. Legacy banks leaned on heritage and safety. Huntington needed to carve a new space: confident and contemporary, yet still rooted in empathy, integrity, and fairness.
Huntington Bank
A 150-year-old bank, redesigned for what’s next.
Banking
2025
Challenge
For over 150 years, Huntington has stood for Fair Play, putting financial power back in the hands of everyday people. The first bank to eliminate overdraft fees, it built a reputation for doing what others wouldn’t.
But as the brand grew from a Midwest mainstay into a national player, the landscape had shifted. Fintechs were selling speed and ease. Legacy banks leaned on heritage and safety. Huntington needed to carve a new space: confident and contemporary, yet still rooted in empathy, integrity, and fairness.
Strategy
Our research revealed a shared truth: no matter their income, most people feel outclassed when it comes to money. Huntington’s opportunity wasn’t just to simplify banking, but to reframe it, turning money from something intimidating into something you can shape and master.
We positioned the brand around a new idea: money as a craft. A mindset that brings artistry, focus and human skill back to finance, transforming banking from transactional to empowering.
Identity
The new identity elevates that craft philosophy through every detail. Drawing from Huntington’s heritage, we built a system that merges financial expertise with design precision. A custom typeface, Huntington Serif, created with Lewis McGuffie, anchors the brand with distinctive flared edges and a refined rhythm. Every element, from typography to motion, carries the same deliberate craftsmanship.
Application
Across the ecosystem, money as a craft comes to life through detail and precision. 3D badges mark milestones, Huntington Serif adds rhythm and character, and motion brings warmth to every interaction. The system flexes seamlessly, elevated and focused for Commercial Banking, refined and personal for Wealth Management.
Outcome
Huntington emerges as a bank built for a new kind of confidence, one that balances trust with ambition, warmth with expertise. From regional powerhouse to national challenger, the transformation proves that values and value can grow together.
