Brief

Fifth Third Bank wanted an overall update in tone and communication approach. They want to reach audiences past the midwest and position themselves as the approachable yet friendly bank.

The Idea

During the pitch itself, I created a new bespoke block type that eventually became the brand’s headline font after the pitch win.

The fresh and bold font gave the brand a more youthful and playful tone/attitude.

The block type is a fresh & bold approach that both incorporated the brand’s colors, and at the same time stand out in the stale banking category.

This font then was applied throughout the launch campaign and our OOH media across America.