Fifth Third Bank: Brand Expression
“Fifth Third” is an odd name—especially for a bank.
5/3 is, after all, an improper fraction. Fifth Third flipped the script on this
foible by leaning into the improper fraction—5/3 or 166.7%.
As a designer in the Marketing Department, I was responsible for
creating a wide variety of assets that aligned with Fifth Third’s core brand message:
“Fifth Third Bank—This is banking a Fifth Third better.”
