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