U.S. Bank required rebranding and a strategic redesign of their in-person and virtual meeting environments, to create cohesive, engaging, and differentiated experiences across business lines.
U.S. Bank
U.S. Bank asked me to develop cohesive branded experiences for three distinct business lines across both virtual and in-person events. I designed three unique visual directions aligned with each business line’s strategy, producing assets that ranged from emails to printed event wayfinding.
Before
Audited U.S. Bank’s and competitors’ in-person and virtual events, uncovering key opportunities to elevate experiences. Leveraging strategic personas and the creative brief, I pinpointed areas for improvement that would maximize engagement and impact.
Guided by strategic insights, we focused on three core personas, each informing a distinct design direction.
Segment One
After
Segment One: Patterns
Segment One: Color Palettes
Segment One: Type Standards
Segment One Executions: Tote bag
Segment One: Out of Home
Persona Two
U.S. Bank was ranked No. 1 in the Superregional Banks category in Fortune's list of the World's Most Admired Companies.
Results
Segment One: Invitations
Segment Two
Segment Two: Variant
Segment Two: Color Pallete
Persona Three
Segment Three
Segment Three: Pattern
Segment Three: Color Palette
Segment Three: Invitations and OOH
Segment Two: Invitations
Persona One
