We introduced Wells Fargo to the East Coast following their acquisition of Wachovia Bank. Inspired by the time-honored 159-year history, the rebranding effort leveraged the iconic stagecoach and the newly developed ‘Reigns & Roads’ environmental graphic system. ATMs became beacons for both mid and long-range brand presence in high-traffic urban environments, and high-impact, street-facing digital delivered a unique look and feel for each independent financial category.