wello
Naming | Brand Strategy | Identity Development
wello
Building a creative identity from the inside out.
Wells Fargo's in-house creative agency needed more than a new name. It needed an identity that reflected its creative ambition, brought its people together, and established a distinct presence within one of the country's largest financial institutions.
I originated the name wello, bringing together Wells Fargo and hello to signal a more optimistic, approachable creative culture.
As a creative leader on the project, I helped guide the brand's development from initial concept through identity and digital expression, working with a multidisciplinary team to establish a visual language that was expressive, flexible, and unmistakably its own.
The result was an identity that gave the agency more than visibility. It gave the team a shared sense of who they were and what they could become.
Role
Naming, Brand Strategy, Creative Direction, Identity Development
Team
In partnership with Scott Gilson (Creative Director), Harrison Washuta (Art Direction & Logo Design), Brian Bennett (Art Direction), Tam Hoang and David Caneday (Design), Steve Scowden (Writing), Jeremy Solterbeck and Scott Gilson (Photography), and Maria Anderson (Digital Production).
Website
wellocreative.com