Hayden Currie

Wells Fargo

Wells Fargo approached Lauk Haus to develop an illustration system that aligns with the existing brand. Our goal was to create a cohesive experience across all platforms to help customers understand product offerings. I was involved in the entire lifecycle of the project. I pitched conceptual directions, assisted in developing the illustration system and created illustrations for product flows.

Role

Product Illustration

TeAM

Krystal Lauk (Creative Director)
Hayden Currie (Illustrator)
David Lantz (Illustrator)

Overview & Process

To establish a unified narrative, we each came up with two illustrative directions. One of my directions, “Harvesting Your Bounty,” employed gardening as a metaphor, communicating the growth of financial assets through commitment and hard work. The other direction, “Guided Journey,” took inspiration from Wells Fargo’s stagecoach brand mark. I made the idea of a journey more accessible and modern by picturing a customer on a hike.

Color Palette

Inspired by Wells Fargo’s origin as a courier service, I chose muted tones found on dusty trails. The softer color palette punctuated by Wells Fargo’s bright brand colors allows content to not be overshadowed by illustration.

Final Deliverables

The chosen direction was “Leading the Way.” This concept uses a pattern to represent a guiding force interspersed in scenes of everyday life. I followed the guidelines for the figures closely and added only the necessary elements to communicate the environment.