Like many banks, Fifth Third Bank had challenges relating to their customers.
Deskey explored the white space in the banking category and found an opportunity for a position that was honest and future-focused. Deskey repositioned the bank as building a better tomorrow for their customers.
The identity was refreshed to reflect this new position, featuring a horizon line as a constant reminder of what’s next. The new focus helped give purpose to the company, doubling the average number of products sold and improving employee morale.