Wells Fargo
Project & Client Overview
During my time contracting with Siegel+Gale, a global brand strategy, design, and experience firm, one of their biggest financial clients, Wells Fargo, asked for a new brochure for The Private Bank, a division that offers personalized wealth management and financial services to high-net-worth individuals, families, and organizations. This was a print brochure offered only to Wells Fargo clients that qualified for the experience of Wells Fargo’s Wealth and Investment Management (WIM).
Considerations & Challenges
Speaking Their Language
With a minimum investment of $1 million and most of the clientele exceeding that a hundredfold, naturally the language needed to resonate with a specific audience, many of whom had complicated considerations such as establishing philanthropic organizations and managing generational wealth. The Private Bank brochure needed to convey a sense of trust, reliability, and institutional knowledge that Wells Fargo was first-in-class providing tailored solutions and advice to help clients preserve, grow, and transfer their assets across investments and generations.
The More You Know:
Henry Wells, the founder of Wells Fargo and American Express, actually established an educational institution, Wells College, in 1868 on land he donated. The college was originally called Wells Seminary and was an all-women’s school until 2005. It is located in Aurora, New York, on the eastern shore of Cayuga Lake.
The Private Bank Brochure
