After an in-depth discovery and strategic phase, Hip Brand recommended a new look for FNB and a new brand personality that would touch every aspect of the organization both internally and externally. The new brand would convey authenticity, important of traditions, simplicity, relationships, community building and empowerment. To accomplish this, the repositioning brands FNB customers as a distinct type of hardworking Kentuckians, self-starting and independent people. To do this, we drew on the exciting history and spirit of both the communities in FNB’s footprint and on the bank’s over 140-year legacy “in Kentucky”.