J.R. SIMPLOT
Cultivating a deeper understanding of a brand that feeds us all
Turning every branch ad into a conversation
Digital Strategy
Visual Language
Content Direction
Website Design
Interactive Style Guide
EXECUTIVE SUMMARY
As part of the broader environmental media strategy we were developing for Wells Fargo’s branch network, the bank’s in-branch advertising needed to evolve alongside it — to carry the more aspirational, customer-led ambition that the larger strategy was setting. We developed Here to Help You Get There: a campaign platform built around a simple truth — everyone has a there — and engineered for the only place in financial services where a customer can hear an advertisement and immediately act on it by talking to a banker. Every print poster, kiosk, window graphic, teller screen, and waiting area video was designed to spark that conversation. The platform deployed across more than 4,000 branches on day one and ran for two-plus years of quarterly content development before evolving in 2023 toward a more product-benefit-focused direction. We continue to develop most of Wells Fargo’s in-branch advertising today.
Key Features
The redesign will incorporate a responsive layout, innovative typography, interactive content elements, and improved categorization of articles to ensure easy navigation and an engaging reading experience. The objective is to increase reader retention and attract a broader audience.
Challenge
An advertising platform that needed to evolve
As part of our broader work on the environmental media strategy for Wells Fargo’s branch network, it became clear that the bank’s existing in-branch advertising needed to evolve alongside it. The campaigns of the day were doing their job — promoting products, hitting quarterly business goals, refreshing on schedule. But they were doing it in a voice that had grown dry and feature-focused, while the work happening around them was reaching for something more emotional, more customer-led, and more confident. Wells Fargo needed an advertising platform that could carry that ambition — one with warmth, authority, and a bit of swagger — while still meeting the practical demands of a quarterly product calendar.
Solution
Everyone has a "There"
We developed Here to Help You Get There around a simple, resonant truth: everyone has a there. A goal, a dream, a need, an obstacle to surpass. And no matter where "there" is, Wells Fargo is committed to offering the guidance, partnership, and tools to get there. The platform put the customer at the center of every story, with Wells Fargo positioned not as the hero but as the partner — the one helping them go after it. The language we crafted was deliberately customer-first: assertive and provocative where past messaging had been cautious, but always leading with how the bank’s services could genuinely change someone’s life.
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