Redefining a brand in transition

About

Context: After numerous scandals and leadership changes, employees had lost sight of what Wells Fargo was about. Surveys and satisfaction scores indicated there was low confidence, trust, and pride in the company.

Goal: In the midst of a corporate transformation, help users understand the company's priorities, trajectory, and values.

Strategy

Launch a new digital experience that would help employees understand what Wells Fargo was becoming. 

  • Empower employees by emphasizing what is expected of everyone, from tellers to the CEO.

  • Focus on shared values of ethics, sustainability, diversity, equity, and inclusion.

Services

Concept, presentation, information architecture, content design, copywriting, user flows, partner with user research to test and evolve, feature development

Developed voice and tone

  • Shift from company (“the company,” “Wells Fargo”) to we (“we,” “us,”  “our”)

  • Foster sense of togetherness, inclusivity

  • Use an informative tone that is optimistic about what we can do together

  • Highlight diversity

  • Use actionable headings and labels to guide users and encourage action

  • Promote and encourage feedback and instill confidence in user that they are heard

Launched site about Diversity, Equity & Inclusion

Reimagined digital experience for one of the company’s core values following a number of public missteps.

  • Shifted away from corporate jargon and press releases

  • Highlighted employee stories

  • Tracked progress made (or not) on company commitments

  • Provided employees with ways to share feedback and get involved

Added transparency and incorporated candor

  • Transparently communicate where  company is and where it needs work

  • Show leadership commitment

Connected employees with easy ways they could provide feedback

  • Provide a clear path for users to share feedback, a primary user and business goal

  • Make it clear that company is listening

Helped employees understand how they could get involved

  • Provide clear, easy ways for a user to get involved

  • Use actionable labels

  • Surface relevant content prioritized by business goals and user needs

  • Images include multiple diversity dimensions