FNB Bank founded in 1875 in Mayfield, Kentucky, had a rich history but to remain competitive in the changing banking landscape, they knew their brand needed a reset for the future. How could they differentiate themselves against other local banks? Against mega banks?


After an in-depth discovery and strategic phase, Hip Brand recommended a new look for FNB and a new brand personality that would touch every aspect of the organization both internally and externally. The new brand would convey authenticity, important of traditions, simplicity, relationships, community building and empowerment. To accomplish this, the repositioning brands FNB customers as a distinct type of hardworking Kentuckians, self-starting and independent people. To do this, we drew on the exciting history and spirit of both the communities in FNB’s footprint and on the bank’s over 140-year legacy “in Kentucky”.


As FNB Bank was made over, we celebrated first with employees and then with FNB’s customers and communities. The Spring Makeover Kentucky Swag Celebration launched a new bank brand ready for the future with a new look, new products, Digital Guides in each branch and a renewed commitment to remaining a local bank ready to serve. The results were a much bigger brand presence and a marked increase in depositors.




“Branding is one of the most important aspects of any business, large or small, retail or B2B.”

An effective brand strategy gives you a major edge in increasingly competitive markets, according to Entrepreneur Magazine. “Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.”

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