An Optimistic & Human-Focused Identity
Wells Fargo’s customers are human beings with feelings, attitudes, and daily lives full of opportunities for Wells to support them. Instead of focusing Labs’ message on the technology, we developed a design strategy that connects people emotionally, and they see themselves in the offerings.
Through visits to retail stores and the physical Labs environment, conversations with key stakeholders and team members, and competitive analysis we created a foundation for the new story of Wells Fargo Labs. We identified opportunities for distinction and developed a mission based on four guiding principles.
Wells Fargo Labs meets people where they are.
Wells Fargo Labs builds together.
Wells Fargo Labs knows good people require good products.
Wells Fargo Labs celebrates experimentation.