Case Study: Market Research, Naming, Identity
Ruby by First Tennessee Bank
SITUATION
First Tennessee Bank had a concept for an app-based suite of financial services focused on what families need.
CHALLENGE
The concept required a brand identity that could convey the stability and value of a bank with a human touch.
SOLUTION
Through market research, focus groups, naming sessions, and brand design sprints, Ruby came to life.
RESULTS
Ruby became a startup, raised over $2MM, and entered the market with a solid brand ready for web & digital marketing.
Naming research and Brand Therapy process
Mood Board
Evidence-based conclusions
Choosing Final Logo Contenders