The news: Huntington Bank refreshed its brand with new logos, an ad campaign, and a suite of products to meet the evolving needs of its target customers, per a press release.

The details: The brand refresh is changing not only the look and feel of marketing materials but thoughtfully addressing the needs of its target audience. The steps Huntington is taking include:

• A new visual identity and logo: The logo has been updated with new typography and now includes the word "bank" to clarify its identity. The overall visual identity features a broader, more vibrant color palette, combining the bank's signature green with modern and classic elements.
• Updated digital experiences: The bank will soon launch a refreshed website with a more intuitive design for personal and business customers, bringing financial advice to the forefront. The Huntington app will also be updated with the new branding.
• A new ad campaign: The "Let's Get More From Money" campaign is highly localized and personalized, using interchangeable creative pieces across marketing channels and customer segments.
• New financial products: Huntington is introducing modern banking solutions, starting with two new products to support customers at different life stages: Teen Banking and Caregiver Banking.

Will it work? The success of the rebranding will depend on preparation as well as buy-in from employees and customers. But what stands out as incredibly strategic are its products that thoughtfully address its target customers’ life-stage-related needs. According to its website:

• Teen Banking offers teens financial freedom with their own account, while parents get oversight and controls. Parents can set custom spending limits for merchants, categories, and time frames, and receive alerts for low balances or blocked transactions. A key feature is the no overdraft fee policy, which prevents teens from spending more than they have. The account also includes digital wallet and Zelle access, and there's no monthly maintenance fee if the parent has an eligible Huntington checking account. This can help the bank build strong relationships with teens so they remain customers in adulthood.
• Caregiver Banking helps a trusted individual monitor and assist with the finances of a loved one, such as an aging adult or a person with a disability. The account owner maintains control and can invite up to nine caregivers, specifying which accounts they can access. Caregivers get their own secure login and can view transactions, pay bills, and transfer funds between the owner's shared accounts. This demonstrates Huntington’s recognition of customers’ caregiving responsibilities while building relationships with both the caregivers and their loved ones.