CREATED A FLEXIBLE BRANDING SYSTEM TO BE USED ACROSS ALL MEDIA PLATFORMS
One of the first challenges I spearheaded at Wells Fargo In-house agency was to give their Wholesale lines of business a branded identity for video. When I arrived at the agency, I noticed much of the brand’s video work was disjointed. Each video appeared to be a one-off, rather than working as part of an established branding system.
Most of the videos for these lines of business don’t have a big budget and are mostly for a b2b audience. I saw that there was an opportunity to create a branded motion toolkit, so that whenever a creative team and editor were tasked with creating a video, they could refer to this toolkit and use the elements to tell any kind of story. It was meant to be flexible and adapt as it’s used. I also wanted it to be able to adapt seamlessly across different social platforms. Working with one of the agency’s designers, we came up with a solution that included branded graphic intros, transitions, highlighted text options, and logo outros. One can mix and match graphics, but no matter what, all the video work looks like it’s from the same family.
I’m pleased to report, it’s been a great success with clients and creatives. Clients have expressed how proud they are to show the video work to their clients and the larger Wells Fargo organization, and creatives are relieved to have a toolkit that’s ready to go and is flexible.