When Ameris Bank—with its long history throughout the rural Southeast—merged with Atlanta’s Fidelity Bank in 2019, the organizations were presented with both a challenge and an opportunity. Through a meticulous and considered process, we helped the banks combine and refresh their assets and create a cohesive and commanding identity.

By digging deep into each brand’s archive and conducting a wide array of stakeholder interviews, we identified and extracted what was working well. After discovering strong affinities for Fidelity’s recognizable lion symbol and the patriotic typography and palette Ameris had developed, we set about harmonizing these elements. We redrew the lion mark to be more representative, incorporating perfect circles and dialing in on an expression that felt simultaneously fierce and dependable. Our messaging bestowed the brand with a bold and feisty voice, signaling the emergence of a loyal and local player in the market.

The rebrand enjoyed high-profile and precisely coordinated rollout, gracing billboards, credit cards, and buses alike. To ensure consistent and strong application, we supervised ATM designs, consulted on signage, and helped create a compelling brand essence video. Today, our new lion can be seen throughout the Southeast, inspiring pride among employees of the now-unified brand.