RAPP Summer Intern Project: Guiding Dedication

Wells Fargo Banking


This project builds off an initiative at Wells Fargo to motivate the opening of Savings and Certificate of Deposit (CD) accounts. Our task: Make CD’s relevant to younger audiences (Millenial, Gen Z and under).

"A certificate of deposit, or CD, is a type of federally insured savings account that has a fixed interest rate and fixed date of withdrawal, known as the maturity date. CDs also typically don’t have monthly fees.”

As Art Director, I led all creative aspects of the project including concept, graphics, an experiential campaign, copy, and a podcast prototype. Using CMI research and strategies, I concepted our campaign idea, Guiding Dedication, and our creative idea, Certified Dedication vs. Phony Dedication. For our digital campaign, I executed these concepts through diptic advertisements and accompanying copy. Our campaign package also included contemporary versions of Wells Fargo’s historical objects, which I mocked. 
This presentation deck only includes slides for Creative. Click HERE to access the full deck (includes Consumer Research and Insights).