Turning a logo into a warm ‘WELLcome’.
When Wells Fargo wanted to announce that they had opened a number of new branches across Chicago, we took part of their iconic logo to create a warm, deliberately misspelled ‘Wellcome’.
We began with a citywide takeover of mysterious ‘Wellcome’ messages, intriguing commuters and sparking curiosity.
We then revealed the playful ‘Wellcome’ was from Wells Fargo, evolving the tease into local messages tailored to every neighborhood in the city.
