Wells Fargo Stories

Website Redesign

Role
Senior Art Director / Associate Creative Director

Challenge
Wells Fargo’s legacy storytelling site needed a full redesign to reflect the brand’s evolving voice, improve user experience, and support scalable publishing. The goal was to create a modern, mobile-first platform that could deliver immersive brand narratives while meeting accessibility and SEO standards.

Approach
I led the platform’s creative evolution — guiding how the brand expresses itself through story. I partnered across disciplines — aligning teams around a shared creative vision. Together, we transformed Stories from a publishing channel into an immersive brand experience. The work focused on building a cohesive visual and narrative system that balanced credibility with warmth and gave Wells Fargo a more consistent, human voice across audiences.

Result
The evolved Wells Fargo Stories platform strengthened engagement and reinforced brand trust, transforming enterprise communications into meaningful, human-centered storytelling. Post-launch performance showed a notable lift in site engagement and mobile readership, and the platform became a model for modern brand journalism — expanding its reach across business lines and deepening connection to the brand’s purpose.

Contributors
John Hall, UX
Alex Maloney, Content Strategy
Fendy Jean, Project Lead
Maria Anderson, Producer
Tam Hoang, Designer
Julie Reberg, Copy Editor