Ameris Bank
Branding
Project Description
CHALLENGE: Ameris Bank enjoyed a long history in rural Georgia, but has been rapidly expanding into new markets over the past decade. One of their biggest moves was to merge with Fidelity Bank in 2019, giving them visibility in major metro areas, like Atlanta. This merger presented the interesting challenge of combining and building on both brands’ existing equity, while positioning them as a leader in the southeast and without losing the traction they have builtin their legacy markets. Our solution took a deep dive into each bank’s design history, extracted what was working well, and emerged with a vision that represented the best of both brands. We evolved Fidelity’s iconic lion, incorporating perfect circles and dialing in on an expression that felt simultaneously fierce and dependable. Our strategy positions them as a confident team of bankers that will scrap convention to get things done for people. To help express this position, we landed on a bold and feisty brand voice that will help them stand out—and stand up to big-box banks. We created a bold and consistent system that would both command confidence and signal change. And we helped deploy the new brand across credit cards, ATM installations, an essence video, and signage.Client
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