wello
Name and Visual Identity
Role
Senior Art Director / Associate Creative Director
Challenge
Formerly known as “IHA” (In-House Agency), Wells Fargo’s internal creative team needed a name and visual identity that reflected its evolution into a modern, connected, and creatively driven organization. The existing label was functional but uninspired — lacking the energy and cohesion that defined the team’s purpose.
Approach
Named and directed the creative development of wello — Wells Fargo’s in-house agency — defining its identity, tone, and visual system. The name wello — a play on “Wells” and “hello,” as well as “well, hello” — captures a sense of openness and optimism. The visual identity builds on that idea through vibrant color, dynamic shape, and expressive motion, creating a flexible system that feels both distinctly creative and connected to the Wells Fargo brand. The website extends the identity through thoughtful storytelling and animation, introducing wello as a creative partner within the enterprise.
Result
The new identity was quickly embraced and praised by Wells Fargo leadership — many noting they “just love saying the name.” wello brought instant energy to the team’s presence and strengthened connections with internal partners, uniting the in-house agency under a shared sense of purpose and pride.
Agency
wello, Wells Fargo In-House Agency
Contributors
Scott Gilson, Creative Director, Photographer
Harrison Washuta, Art Director, Logo Designer
Brian Bennett, Art Director
Tam Hoang, Designer
David Caneday, Designer
Steve Scowden, Writer
Jeremy Solterbeck, Photographer
Maria Anderson, Digital Producer