Project

Fifth Third Bank

Overview

Reimagining the Banking Experience
As the Creative Director at Atomic Wash, I led our team in a bold initiative to modernize Fifth Third Bank’s branch environments while simultaneously integrating promotional products that would enhance brand awareness and customer engagement. Our direct client, Standard Register, gave us the task of impressing the fifth-third team with our creative solutions and developing their entire business pitch. Our goal was to craft an immersive, future-forward banking experience that aligned with Fifth Third’s evolving vision.

Strategic Environmental & Promotional Innovation
We approached this challenge by designing dynamic, customer-centric banking environments that reinforced Fifth Third’s brand identity. As we explored the experience of banking, I realized that conversationally, people say “I have to go to the bank.” just like one would say “I have to go to the DMV.” – It’s not a choice, it’s a necessity.

I proposed the idea: What if we make the experience less institutional and more pleasant?
Less “have to” and more “want to”?

From this, we ideated and concepted a bank-centric café, lounge area, consultation pods, and concierge stations promoted the idea of “less stuffy, more friendly. Alongside these concepts and designs, we sourced and developed and a suite of promotional products that seamlessly fit within these spaces, strengthening brand recognition while providing tangible value to customers. For the record: This effort pre-dated the CapitalOne “Banking Reimagined” concept by several years.

Interactive 3D Visualization
To bring our vision to life, we developed an interactive, 3D virtual environment showcasing a reimagined branch layout. This immersive presentation allowed Fifth Third’s leadership to experience the new customer journey firsthand, demonstrating multiple touchpoints and highlighting the integration of promotional materials within the space. The response was overwhelmingly positive. Standard Register secured a new client, and Fifth Third Bank embraced our designs as inspiration for future expansions and renovations, as well as the promotional products and strategies we developed.