Huntington Brand System

Huntington Bank Brand System

When Huntington Bank made the decision to shift their brand language away from illustration and towards photography, their internal brand team and external creative partners tried to recreate the wheel with each new project. The result? An inconsistent visual language that lacked simplicity, flexibility and brand recognition. We were asked to create a new brand language using three core elements: photography, hexagons, and their brand green.

01 Photography

We created a photo style emphasizing customers as people. We balanced authentic lifestyle images with studio shots that own Huntington's energy green. The result is an ownable photography style that is unmistakably Huntington.

02 Design Language

We took Huntington's hexagon from secondary element to star of the show. Using only two or three variations of the hexagons, we scale them up and down to create playful energy. While the photography represents Huntington's customers, the hexagons are a metaphor for how Huntington intertwines with its customers' lives.

Design Graphic Design Firm Branding Agency Columbus Ohio

”Working with Nonfiction is like rowing a boat on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. They went way beyond our expectations, as they always do.”

Adam Ferguson
Senior Vice President of Brand and Advertising

”Working with Nonfiction is like rowing a boat on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. They went way beyond our expectations, as they always do.”

Adam Ferguson
Senior Vice President of Brand and Advertising

”Working with Nonfiction is like rowing a boat on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. They went way beyond our expectations, as they always do.”

Adam Ferguson
Senior Vice President of Brand and Advertising

”Working with Nonfiction is like rowing a boat on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. They went way beyond our expectations, as they always do.”

Adam Ferguson
Senior Vice President of Brand and Advertising

”Working with Nonfiction is like rowing a boat on calm waters — every action moves you forward and the process feels effortless. They’re an incredibly collaborative team, defined by great listening and exponentially productive responses. They went way beyond our expectations, as they always do.”

Adam Ferguson
Senior Vice President of Brand and Advertising

03 Brand Book

We created a comprehensive brand book that provided all the tools to create unity without being uniform. We designed and wrote the guidelines to be representative of the visual system, not a cold set of rules. This helps Huntington's creative partners understand the new brand language while being inspired to push boundaries. This encourages creativity rather than squashing it.

Nonfiction Graphic Design Branding Agency Columbus Ohio

Nonfiction Huntington Nonfiction Graphic Design Branding Agency Columbus Ohio

Nonfiction is a graphic design and branding agency in Columbus, Ohio. Our clients include B2B and B2C companies, startups, colleges and universities, and arts and community organizations. What they all have in common is a deep-seated desire to do things differently.