HUNTINGTON BANK

STORY

Huntington Bank’s brand evolution aimed to modernize the brand without losing the equity of more than a century of trust. This shift created an opportunity for the brand to reimagine their space as a proving ground for translating the new brand strategy into a lived experience that employees could enthusiastically embody and guests could instantly understand. 

Anchored by the newly minted brand anthem, Abundance is a Craft, environmental branding made the idea of “craft” tangible and human. Layered materiality with texture, dimension and reflection spoke to quality and customization. Vibrant color introduced energy and optimism while disciplined use of deeper, heritage-informed tones reinforced stability and credibility. Even the pacing of moments was intentional, from bold statements paired with quieter, more intimate touchpoints, reflecting the balance between confidence and care that defines Huntington Bank. 

The result was a cohesive, repeatable environmental language that operationalizes the new positioning: transforming a broad anthem into physical proof, and turning the headquarters into a prototypical model for how Huntington’s refreshed brand shows up across future locations. 

SCOPE

Environmental Branding

STORY

Huntington National Bank engaged TENFOLD to brand their newest facility, leverage the massive scale of the 212,000 square-foot building to tell their unique brand and culture story to over 1400 associates.

A feature fixture celebrating the company’s Welcome message hangs from the ceiling with over 3400 Huntington pens as the ‘crystals’ of this unique chandelier. The pens hanging from ball chains symbolize the company’s decision years ago to give away their pens instead of tethering them to a table - representing the open and valued relationship they build with their customers. Their culture mantra, ‘We do the right thing. We look out for people,’ is reflected in a large-scale branding wall that incorporates imagery of hundreds of colleagues. A wall stating, ‘Building better lives with stronger communities’ is punctuated with Pelotonia bicycles, a major charitable initiative for Huntington. Each section of the floor plate is designated into neighborhoods represented through beautiful maps and black and white photography of specific landmarks. All six neighborhoods represented in the space reflect areas of urban renewal and revitalization in Columbus of which Huntington has dedicated significant investments and loan allocation.

SCOPE

Environmental Branding