A person gardening among colorful flowers, bending over to plant in the soil. Overlaid white text reads "Money meets mastery".

A person in jeans and a striped shirt tends to a young plant in a vibrant flower garden. Bold white text across the image reads, “MONEY MEETS MASTERY.”.

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.

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.

Green text on a dark background reads, SHAPE WHAT YOUVE EARNED, flanked by two blue shield icons. Smaller yellow text reads SINCE 1866 on the left and HUNTINGTON.COM on the right.

Close-up of a stone archway with an ornate carved classical face wearing a helmet.

Huntington Bank app on a smartphone showing greeting and account balances, resting on a green rug by a dark marbled surface.

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.

Text on a light blue background reads: Dreams are the blueprint. Action is the build.

A woman with short brown hair smiles and looks upward, standing outdoors among green plants and yellow flowers. The text on the image reads, MEET SHEILA and PERSONAL BANKER.

A symmetrical building facade with tall green-framed windows with decorative columns.

An ATM labeled “Huntington Bank” is set into an ornate stone wall with carved shields and decorative patterns. The word “WELCOME” is displayed above the machine on a green panel.

Huntington Bank's core taglines "GET SET. GROW, MAKE YOUR MARK, and YOUR FINANCIAL FUTURE" in Huntington Serif typeface.

The letters CJGS in a bold, with thin outlined circles highlighting certain curves and connections in each letter.

Green text reading MONEY STORY appears on a dark background, with the letters distorted along wavy grid lines and yellow nodes marking points of adjustment.

A middle-aged man stands in a grassy field with trees behind him, wearing a green shirt and looking at the camera. Overlaid text reads, “MEET YOUR LOCAL BANKERS.” Smaller text below says, “Seeding success, one story at a time.”.

Two people sit outside smiling and talking in a grassy area. Stylized text reads, Accounts that work so you can play.

Five 3D colorful hexagonal icons on a white background: a green leaf, a blue trophy, a green dollar sign, a pink hexagon network, and a blue classical building.

Text on a light blue background reads: Since 1866. CRAFT YOUR MONEY’S WORTH with a stylized building icon in the center.

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.

A man with clooks thoughtfully out a window. The words "Commercial Bank" appear above and "Industry Insight" below him.

An advertisement for Huntington Bank’s wealth management, featuring the text “Beyond Banking” over snowy mountains.

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.