Wells Fargo History
Website Redesign
Role
Senior Art Director / Associate Creative Director
Challenge
With the closure of 15 physical museum locations across the U.S., Wells Fargo needed a way to carry its rich heritage into the digital age. The challenge was to design an immersive, interactive platform that preserved history while making it relevant and engaging for new audiences — including younger, tech-savvy users and new employees discovering the brand’s legacy for the first time.
Approach
Directed creative vision for the History Site redesign — one of our largest digital initiatives — transforming Wells Fargo’s physical museum experience into a modern, accessible platform. Partnered with the Heritage team, marketing, and digital leads to build a central storytelling hub for artifacts and interactive content. Defined a unified visual and editorial system that brought humanity and warmth to archival material, and guided the launch of the Stagecoach 360° Experience — an immersive virtual centerpiece showcasing the brand’s most iconic symbol.
Result
Delivered a unified digital storytelling platform that preserved the museums’ spirit while expanding access and engagement.
Post-launch analytics showed double-digit increases in visitor engagement, time-on-page, and mobile usage, reflecting broader reach and deeper connection with audiences. The site strengthened brand perception and ensured Wells Fargo’s rich history remains visible, inclusive, and alive beyond physical walls.
Contributors
Creative Director: Scott Gilson
Designer: Tam Hoang
UX: Carla Ring, John Hall
Content Strategist: Ellen Roos
Copywriter: Steve Scowden
Lead Developer: Chris Winters