The Private Bank Brand
SECTOR: Wealth Management Financial Services
The Wealth Management Group set out to launch The Private Bank, a sub-brand of Wells Fargo. Working closely with business leaders and our Brand Director, I helped to shape and develop a strategy for the new identity.
The Private Bank’s core value was to provide holistic wealth management services tailored to the unique needs of every client through a comprehensive team approach. The new brand standards incorporated a redesigned wordmark and corporate signature, new color palette, new photography/video style, custom iconography, and all new brand architecture with template system. I collaborated with award-winning photographer, Jim Krantz, to create a custom brand library of lifestyle images across multiple on-location shoots.
It all began with a comprehensive brand standards guide that laid the foundation to transform the marketing collateral system, guided by The Private Bank’s new value proposition and building upon the WF master brand standards. We developed a new editorial tone based on the brand's personality, new identity elements, sophisticated color palette, and an all-new branded template system. See excerpts below.
Signature brochure
We created this brand video component of an integrated campaign when relaunching the new website showcasing a new brand look-and-feel and value proposition.
This video was produced to highlight The Private Bank’s unique team approach tailored to their clients’ needs and was used as part of a regional campaign to promote the local team.
After extensive research with an external agency to develop a new value proposition for The Private Bank, we created two fun and engaging videos to include in our internal brand education materials to rally our field.
Magazine designed exclusively for The Private Bank clients
