Objective 1: Increase First Horizon brand awareness in the Florida Keys market. 

Objective 2: Incorporate and iteration of the new brand concept/value proposition, “The best of big and small banking. So, you have it all.”

Objective 3: Position First Horizon as a trusted financial partner to the Keys community.

Target Audiences: B2C affluent clients and prospects. B2B commercial and specialty, and small businesses in the Keys.

My work: To incorporate all three copy points I chose to use an economy of impactful words to create clear, meaningful messaging that allows the piece to breathe. The bold headline sets the stage for the big/small concept. The concept is supported by the imagery of the community’s single bridge that connects travelers to all the Keys.