Riding shotgun on the stagecoach.
History is my thing. So when one of America’s oldest financial brands invited me to join, I couldn’t hop on quick enough.
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Wells Fargo History Site
Making the past matter new generations.
As soon as I was hired at Wells Fargo, I quickly started amassing a collection with everything from a 1888 dated check to a detailed stage coach replica. Colleagues referred to my cubicle as 'the museum'. So when the kickoff invite hit my inbox, the historian inside me was ecstatic.
Challenge
The current history website was outdated and not meeting its full engagement potential. Only a few pages deep, it wasn't built to handle the vast collection of media and content that Wells Fargo needed to be freed from the archives and one of a dozen museum locations.
The Brief
Showcase Wells Fargo’s deep and rich history in a fresh new way.
• Bring our history forward from 19th century to share innovation across time
• Share our customer contributions to broader changes in society across time
• Work to promote museum visits, upcoming events and programs
• Where possible it should allow for a deeper experience beyond our permanent and/or temporary physical exhibit
We’ve evolved, and while our existing content does a good job of telling our stories of the past we also need to highlight our progress in innovation and our look toward the future.
The new site experience should deliver on the new value proposition:
Our History of Next
With Wells Fargo, I’m a part of a larger story of positive momentum. Through every era and every generation, our shared history is about resilience, resourcefulness, and always getting better. By connecting with stories of optimism and innovation, I’m empowered by a history of creating what’s next.
Idea
We created a fresh look and feel that centered on mobile. Working with museum archivists we selected and digitized objects and ephemera, and served it all up Pinterest-style. Visitors can interact with stories of innovation via an interactive timeline. After nearly 160 years, Wells Fargo history was living an breathing in the 21st century.
Before
After
Results
3X engagement the first month and an increase in museum location visits nationwide.
Role
Content lead, concept development, strategy, wire framing, user experience, interaction design
Design partner/UX Lead
Sarah Buzcek
Opening the history vault for inspiration
Community Support Campaign
Taking a stand for LGBTQ+ rights.
In 2017, the federal government began rolling back LGBTQ+ protections. It was crucial to take a stand as other diverse communities would soon be under threat. The perfect time to take a stand. To show the strength of being proud. We partnered with four key LGBTQ+ organizations GLSEN, The Trevor Project, Point Foundation, and SAGE to put money behind the movement for equal rights.
The Brief
Convince ethnically diverse, (mostly) millennial, LGBT customers, prospects, TM’s, and allies who may be feeling anxiety knowing this community’s progress could be reversed that visiting our landing page will connect them with inspirational stories about the LGBT community because now more than ever, the LGBTQ+ community needs support and allies.
Insight
There is fear in the LGBT community that the hard-won gains of the past few years will be reversed and protections eliminated. The need for allies is more important than ever, and the community will continue to favor companies that support the issues that are important to them..
Idea
This concept invites our LGBT community to stand together with us. By supporting the tireless efforts of organizations such as GLSEN, The Trevor Project, Point Foundation, and SAGE, we can continue to make better happen for this segment.
Impact
Measurable uptick in social engagement and overwhelming email opens. Add to that the reassurance that internal creative teams can rise to the creative challenge with external agencies.
Role
Concept, script, writing, production oversight
Partners
Ellen Mann, Steve Canine. George, Szakall,
Wells Fargo Championship
Packaging an unforgettable experience on and
off the green.
The Brief
We were tasked with developing a communications strategy and a unique branded experience in order to increase positive sentiments with our most affluent customers. A lot of old rich dudes.
Idea
We gave all touchpoints a champion-level look & feel with gold tones and created our own argyle pattern that became the common thread from event invitations to on-site event signage.
Role
Concept, experience design, messaging framework, writing
Design partner
Daniel Thompson
Wells Fargo Works for Small Business
Giving millennial entrepreneurs
25 sq. inches of real
estate for
huge ideas.
The Brief
Create a giveaway at a Millennial small business event sponsored by Wells Fargo Works for Small Business. We want to to give them something that they can use and will be a reminder of the support they have access to.
Idea
This is the time they need encouragement to think big. No, think huge about their business aspirations. We used the cocktail napkin as our inspiration. Some of the world’s biggest ideas started on a 5x5 napkin. So we made a book and filled it with quotes to keep them going. And plenty of blank pages just waiting for their brilliance.
Results
Over 200 attendees left with a book as a reminder that Wells Fargo is here with support to make their big ideas huge.
Role: Concept, content strategy, writing
Design partner: Daniel Thompson
School Supply Drive
A feel good moment for employees.
The Brief
Design a series of posters to hang in Bay Area Wells Fargo offices encouraging people to donate supplies to local schools.
Idea
We juxtaposed quirky photography with irreverent headlines to draw out an emotional reaction from emloyees.
Role
Concept, writing
Design partner
Daniel Thompson
Wells Fargo Home Mortgage
Get everything under one roof.
The Brief
Develop an identity mark and campaign targeting Wells Fargo's home mortgage loan officers that are stuck in call centers. Guide them on how to transfer customers to learn more about Wells Fargo Insurance.
Idea
We showed the benefit of having your mortgage and insurance 'Under One Roof'. We channeled Charles and Ray Eames, creating a house of cards that gives team members a fun break. Each card highlighted ways to speak to customers. Posters carried the message further.
Results
60% lift in positive customer feedback after speaking with a loan officer.
Role: Concept, content strategy, writing
Design partner: Samantha Hero
