The Wells Fargo Private Bank is a part of the Wealth and Investment Management (WIM) arm of the bank that serves high net-worth clients. The brand for this business was not appealing to this affluent audience and a refresh was created to elevate the customer experience and to differentiate it from other businesses within the WIM functions.
The brand was revitalized while maintaining the inclusion and equity of the existing Private Bank logo. The identity was derived from the Wells Fargo primary brand elements to maintain the connective thread back to the parent brand while also maintaining core brand assets of the overarching WIM brand — all while creating a unique brand expression for this customer segment.