Repositioning a 150-year-old bank for national growth

The client

Huntington has spent more than 150 years standing for 'Fair Play', putting financial power in the hands of everyday people. It was the first bank to eliminate overdraft fees and has grown from a Midwest mainstay into a national player.

The challenge

As Huntington expanded nationally, the market had split in two. Fintechs were selling speed and ease, while legacy banks leaned on heritage and safety. Huntington needed its own space: confident and contemporary, yet still grounded in empathy, integrity and fairness. The identity also had to flex from commercial banking to wealth management.

The solution

The results

Huntington now presents as a bank that balances trust with ambition and warmth with expertise. The new identity carries the same craft philosophy from typography to motion across its ecosystem. Koto frames the work as the step from regional powerhouse to national challenger.

Tools & stack

Original project by Koto ↗ — published by the delivering agency, included here as an industry reference.