Fifth Third BankFifth Third BankFifth Third BankFifth Third BankFifth Third Bank

Fifth Third Bank

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.