CMS335 Learning Objective 3:
Assess message designs that transmit an image consistent
with its intended audience
and supports an underlying concept or idea
Wells Fargo Private Client Services (2004)
The project brief called for a sub-brand of Wells Fargo that would resonate with
the high-net-worth market and define a newly created division of Wells Fargo – Private Client Services.
The strategy I developed was to reinforce the firm’s strong historical reputation and longevity through images representing the unique and colorful history of this 160-year-old financial institution. The solution features visuals of historic artifacts gathered from the nine Wells Fargo museums located across the United States, used as metaphors for the firm’s positive attributes. The copy echoes themes of security, trust, and reliability that were the hallmarks of the original Wells Fargo stage coach system. The design uses an earth tone palette recalling the Old West, while the layout maintains a clean, contemporary look and feel throughout.
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Advanced Radiology
Metro North Advertising (2016)
As the sole marketing professional for Advanced Radiology, one of Connecticut’s largest independent radiology practices, I owned our market research, strategy, design, and reporting. Through patient surveys and assessment of online comments and ratings, I discovered what were the primary issues preventing potential patients from using Advanced Radiology instead of their competitors (mainly local hospitals). Patient concerns included ease of use, convenient location, attentive care, and value for their healthcare dollar.
Additional research identified significant alignment between our patient personas and Metro North ridership. We experimented (a rare occurrence for a notoriously frugal company) with a four-part advertising campaign on Metro North trains addressing the concerns of our patients.
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