Sean Carney / Director of Production
Wells-Fargo_in-action.png

Wells Fargo Motion + Sound

Extending Wells Fargo brand expression to motion and sound transforms interactions from static and one-directional to immersive and multi-dimensional

Wells Fargo Motion + Sound

 

Client

Wells Fargo

ROLE

Exec. Producer

tags

Motion + sound system
Motion toolkit
Sonic Identity
UI
Brand standards
Brand expression

 

TO STAY CURRENT IN A FAST-MOVING WORLD, A BRAND CAN’T STAND STILL

It needs to deliver a dynamic experience that amplifies brand attributes and engages employees and customers on their terms—whenever they want and wherever they are.

Extending Wells Fargo brand expression to motion and sound transforms interactions from static and one-directional to immersive and multi-dimensional.

Challenge:

Give Wells Fargo a best-in-class motion + sonic brand identity—for the very first time.

  • Devise systems that work across all touchpoints: online, app, ATM, advertising, in branch, experiential, video & more.

  • Create reference exhibits that can be used across departments, subsidiaries and  partners so that the new identity consistently tells the Wells Fargo story.

  • Work collaboratively with three outside agencies—who execute the sonic + motion production, as well as the guidelines site—plus our internal team and freelancers.

Solution:

This was a massive multi-year effort that required a ton of stamina from my entire team.

It took a year just to define what this project was all about. No small feat with a client as massive as Wells Fargo.

Then we developed our approach. I RFP’ed and vetted dozens of sound and motion partners, and presented them to the Wells Fargo stakeholders—eventually going all the way up to the CMO.

I guided production for our three partner agencies and our internal team, and we used some handy techniques along the way:

  • Create a RACI chart—organize the massive number of stakeholders into decision makers, and those that are merely informed or consulted.

  • Iterate with our client onboard via audio focus sessions + creative territories workshops.

  • Devise guiding principles for motion + sound before asset production begins.

  • Socialization—we help our clients sell the work within the organization.

Result:

By using motion and sound in a purposeful manner, brand expression was enriched, brand awareness was strengthened and engagement deepened.

You may have seen the first fruits of our labor on this project in commercial breaks during Super Bowl LVI.

Soon these systems our teams created will be extended throughout the Wells Fargo ecosystem.