Wells Fargo:
Telly Award Winning Standing Together 30 Year Strong Digital Campaign
OVERVIEW
The Wells Fargo 30-Year, Standing Together LGBTQ+ digital campaign celebrated three decades of the bank's commitment to supporting the LGBTQ+ community. The campaign featured a dedicated landing page that showcased videos from key sponsorship partners—GLSEN, Sage, The Trevor Project, and the Point Foundation. The campaign also included targeted animated and static digital ads, Facebook stories, Twitter posts, and website brand takeovers, amplifying the message of inclusivity and solidarity.
CHALLENGE
The primary challenge was to create a cohesive digital experience that honored the diverse voices within the LGBTQ+ community while maintaining Wells Fargo's brand integrity. The campaign needed to resonate with a broad audience, including both LGBTQ+ individuals and allies, and effectively convey the brand's long-standing support. Additionally, ensuring seamless integration of multimedia content and achieving a consistent user experience across various digital platforms were key technical and creative hurdles.
SOLUTION
Collaborating closely with a copywriter and the marketing director, I designed a user-centered digital experience that emphasized inclusivity and engagement. The landing page was crafted with an intuitive layout to highlight the sponsorship partners' videos, while targeted digital ads and social media content were designed to drive traffic and promote interaction. Strategic use of animations and consistent branding across all touchpoints ensured a unified and impactful campaign, culminating in a Telly Award-winning result.
RESULTS
The campaign achieved significant engagement across multiple digital platforms, with a notable increase in website traffic and social media interactions. The landing page garnered thousands of views, and the videos from the sponsorship partners were widely shared, enhancing visibility for both Wells Fargo and the LGBTQ+ organizations involved. The success of the campaign was further underscored by its recognition with a Telly Award, validating the effectiveness of our approach in celebrating and supporting the LGBTQ+ community.
MY ROLE
UI Designer
Art Director
Digital Producer
Product Manager
TOOLS
Adobe Illustrator
Adobe Photoshop
Adobe After Effects
Google Campaign360
TIMELINE
4 Weeks
PROCESS
Discovery
Ideation
Lo-Fidelity Concept art
Hi-Fidelity Final Artwork
PROCESS
OUTCOME
