Resist Comfort
Wells Fargo's ongoing reputational issues were disproportionately impacting diverse segments and overshadowing the bank's programs and resources for wealth building.
Wells Fargo asked to create a cultural messaging platform that would enable us to reach and engage with diverse segments throughout the year. However, we ultimately determined they needed more than a messaging strategy, they needed an "action" platform.
This multi-year platform was the cornerstone of how Wells Fargo engaged in real dialogue around everything from the murder of George Floyd, #StopAsianHate, to the housing crisis, building relationships with the LGBTQ+, military and people with disabilities.