While retaining the parent’s brand and distinctive imagery, the business brief called for a sub-brand that would resonate with the wealth market and give definition (differentiated content, brand guidelines and collateral) for a newly created division. My concept focused on the unique and colorful history of this 160-year-old financial institution. The solution was to feature historical artifacts from its nine museums located across the United States as metaphors for the firm’s positive attributes while maintaining a contemporary feel throughout the new brand.
CLIENT
Wells Fargo: Private Client Services
RESPONSIBILITIES
Design, image selection, layout, print production, printing
