FMS developed a brand identity and brand system for a completely new banking venture that was envisioned to be based on values that almost seem forgotten in the banking industry.

The brand personality was encapsulated in the idea of “Modern Craft Banking,” a philosophy that would link the bank to everything people love about handcrafted, highly personalized experiences. The Field & Main Bank brand launch included everything from an introductory video featuring the bank leaders to an inspiring brand vision video, the creation of five sustainable truths that serve as core values for the team, mantra posters for the lobbies and much more.