WELLS FARGO BRAND EVOLUTION
Equipping Wells Fargo to go from Main Street to Wall Street
| CLIENT | WELLS FARGO | CORPORATE AND INVESTMENT BANKING | 2025–PRESENT | |
| PROJECT | BRAND REFRESH | |||
| SCOPE | 01 CONTENT STRATEGY |
02 DESIGN SYSTEM |
03 EVENT BRANDING |
04 INTERACTIVE BRANDBOOK |
|
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To compete with titans like Goldman Sachs and JP Morgan, Wells Fargo's investment banking division needed an identity update that would evoke the gravitas of Manhattan without losing the ethos of Missoula.
CONTENT STRATEGY
01
CIB sought to differentiate themselves in the category based on the quality of their people, culture, and relationships. On LinkedIn, we shifted the focus from the organizaiton and its offerings to individuals, including recent media appearances and insights on breaking economic stories, but also the longevity of their tenures at Wells, and even features showing what employees' day-to-day looks like.
DESIGN SYSTEM
02
A design overhaul established better visual hierarchy, more intentional use of typography, and greater consistency across assets. CIB ditched their dreary dark gray, leaning into ownable shades of indigo that were vibrant yet dignified, to distinguish themselves from both the Wells master brand and competitors.
EVENT BRANDING
03
Our refreshed branding escaped its digital container to grace highbrow conferences hosting industry heavy hitters. Each event involved the development of a conceptual framework to guide thematic key art unique to that year, while establishing conventions that would keep Wells Fargo's future events visually consistent.
INTERACTIVE BRANDBOOK
04
To manage version control and avoid putting countless outdated PDFs into circulation, we designed CIB's style guide to live online: updatable with the click of a button, always current. With an ever-present nav bar and links throughout, topics are deeply interconnected, preventing the need to scroll through hundreds of pages.
