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Naming / Identity Design / Tagline

The team behind Avenue was looking to be Nashville’s alternative to impersonal national banks like Bank of America and Regions. They wanted to be warm, approachable, and not feel like a bank. After an intensive naming workshop with their founding team, we eventually came to agreement on “Avenue Bank.” The naming workshop would soon lead us to develop the hummingbird icon (nicknamed Sammy) that reinforced that they were small, nimble, and likable.

TAGLINE: The Difference Is Real.

“Avenue Bank” works because it doesn’t feel like a bank. IT invokes images of wide, welcoming neighborhood streets with big trees.