Golden Spoke Brand Refresh
Golden Spoke is a prestigious annual event that celebrates the top 1% of Wells Fargo's employees. This highly coveted award recognizes exceptional individuals in India and the Philippines who have demonstrated ingenuity, embodied the company’s core values, and consistently performed above and beyond their responsibilities.
The Challenge
The existing Golden Spoke event materials were outdated and no longer reflected Wells Fargo's current brand identity. The challenge was to reimagine the brand from the ground up, creating a new design that would elevate the entire experience for recipients and truly honor their achievements. The central question became: How might we refresh the brand to deliver a world-class, memorable experience that speaks to the value of our top talent?
The Solution
Using a human-centered design approach, I framed the solution around the concept of luxury goods. The goal was to mimic the elegance and elevated experience of high-end brands, ensuring each recipient felt celebrated and truly honored. The proposal included a suite of sophisticated design elements, each meticulously crafted to align with this vision.
The centerpiece of this effort was a customized gift box, featuring a striking matte finish with a subtle, contrasting silver and gold coating that spoke to a minimalist yet powerful aesthetic. This was complemented by a personalized trophy and, most notably, a personalized booklet for each recipient.
The creation of the booklets was a significant undertaking. To make each one a unique and special keepsake, we included the recipient's name, award category, testimonials from their colleagues, and personal photos. To meet our strict deadlines for over 100 booklets, I developed an innovative automation solution to import all personalized data, drastically reducing creative time. This initiative was so successful that I collaborated with and led training for our counterpart team in India, empowering them to adopt the same automation process for their own events. My hands-on work with data gathering, collaboration with various stakeholders, and the implementation of this automation not only ensured the project's success but also established a new, efficient workflow for future events.
Contributors
Art Direction and Design: Alfonso Tanawit
Design: Freddie Teylan
Copy: Internal Communications Team
Consultant: Emman Abuyan, Liezel Ribano
Design: Freddie Teylan
Copy: Internal Communications Team
Consultant: Emman Abuyan, Liezel Ribano
