Vision.
Most financial institutions offer the same basic types of savings products without exploring how product features, interest rates, minimum balances, and fees could set them apart. FirstBank, headquartered in Nashville, Tenn., has grown by launching innovative checking and savings products, designed to give their customers more while charging them less. They often turn to Hip Brand Group to name and design fresh new product brands that highlight the unique benefits of each. Their latest savings product, FirstUp Savings, rewards customers’ savings habits by raising their rate. Simply set up a recurring monthly transfer totaling $50 or more from their FirstBank personal checking or money market to FirstUp Savings and they see their rate rise.
Solution.
For FirstUp Savings, we started with name development and brainstorming how each name could be brought to life from a visual and messaging standpoint. Each one submitted came with a brand rationale detailing why the name merited their consideration. For FirstBank, it is important that names fit in with their overall regional bank brand, their checking and savings product suite and also communicate quickly how the product stands out from ordinary savings account. For this assignment, we also provided sample brand copy with each name recommendation so that the FirstBank marketing team could quickly grasp the potential directions and brand tie-ins. From Good Pocket Savings to Money Move Savings, we developed a variety of name and logo concepts with FirstUp Savings rising to the top.
Impact.
Launching innovative products helps financial institutions stand out in a crowded, interchangeable marketplace and build customer loyalty. While creating a unique product is essential to stand out, it cannot exist in a vacuum; it must align with the institution’s core identity, reputation, and strategic vision. Brand alignment is important because it helps to preserve trust and credibility. FirstBank positions itself heavily as a regional, community-focused institution. A product like FirstUp Savings fits this identity perfectly: it doesn’t try to compete with national fintechs on high-yield percentages. Instead, it frames the account as a “thumbs up to your savings goals”, emphasizing community financial wellness and long-term habits over transaction-based relationships.
