I worked on KeyBank with two different agencies: Siegel+Gale and Eric Mower + Associates. With S+G, I was part of the team that helped develop the KeyBank brand identity and voice, which was "clear, welcoming and knowledgeable" — the emphasis being on "clear." The whole point was that this was a bank that existed for the little guy, to help them realize their goals.
Here's a merchandising guide I wrote to direct in-branch user experience:
And here's an everyday banking guide I wrote:
Later, when I worked with Eric Mower + Associates, I was their lead writer for the KeyBank account.
Here are a few of the many KeyBank print ads I wrote: