Background
One of Americas largest and oldest financial institutions was in crisis. Faced with a loss of trust and a need to become relevant in the face of Fintech disruptors and aggressive competitors, Wells Fargo needed to evolve. The brand identity had grown complex and was more focused on its self than its customers. Its core elements were not suited to a digital-first mindset and application felt old and inflexible. The strongest and most recognizable element of the identity the Wells Fargo Stagecoach had become a picture of the past and a reminder that the bank was not on a road to change.
Approach and Results
Wells Fargo needed to retain the strength and recognition of its legacy, and project a dynamic new face and experience to drive re consideration by a younger, mobile and digitally savvy customer. Our work was guided by three principals: simplification, digitization and modernization. Key to the redesign was the refresh of color, logo, and Stagecoach: A modern more flexible logo system, a refreshed color palette, with distinct roles for its core colors and new stagecoach symbol. Anchored by a refreshed set of core assets and standards the new identity launched in early 2019 and immediately began making an impact, revitalizing the brand's experience and expression across a broad selection of touch-points, from a new advertising campaign to digital refreshes.