Trust, credibility and contemporary, progressive appeal are crucial to success within the financial sector. To meet the evolving needs of U.S. Bank, LPK articulated a flexible framework for consistent expression of key brand attributes across multiple offerings through a dynamic staging that

evokes vitality, growth and prosperity. By activating and broadening the application of the core positioning metaphor, LPK leveraged the power of heritage assets to deliver an energetic and long-term design equity management system for U.S. Bank.