Manila 10
Manila 10: A Decade of Growth and Community
In 2015, Wells Fargo embarked on a new chapter, planting its roots in the Philippines with just a small office in Taguig. A decade later, that small team has flourished into a vibrant, dedicated community, celebrating its 10th anniversary and a remarkable journey of shared success. This milestone isn't just about the physical growth — from a single office to a dedicated building and now an expansive campus — it's a testament to Wells Fargo's deep trust and unwavering commitment to its Filipino team members. It’s a story of a partnership built on mutual respect, where the unique talent and expertise of the Filipino people have become a cornerstone of the company’s global success.
The Challenge: More Than Just a Logo
Celebrating this anniversary was about more than simply slapping a new graphic on a banner. It was about creating a meaningful and lasting symbol for every employee — a symbol that would resonate deeply and strengthen the bonds of our community. This required navigating a two-part challenge:
The Brand vs. the Celebration: How do you create a celebratory wordmark that feels exclusive to the Philippines team without it looking like a separate brand? We needed to honor the local milestone while strictly adhering to Wells Fargo's global brand identity, a challenge that demanded creativity and precision within tight brand guidelines.
The Giveaways vs. the Meaning: We wanted to give our employees something special, something that wasn't just another generic corporate gift. The goal was to create commemorative merchandise that felt personal, unique to the Philippines, and a genuine token of appreciation for a decade of hard work and dedication.
The Solution: A Human-Centered Approach
The ultimate goal was to create a cohesive celebration that not only acknowledged the team's achievements but also reinforced a sense of belonging and community. My role in this project was to ensure the entire experience was human-centered, making it truly meaningful for every single employee.
By leading a Design Thinking process, we prioritized the voices and stories of our team members. This wasn't about a top-down mandate; it was about building something together. My team and I worked tirelessly to bridge the gap between global brand standards and the unique culture of the Manila office.
Through this collaborative process, we were able to:
Create a Timeless Wordmark: By collaborating closely with the Global Brand Team, we designed a wordmark that perfectly balanced celebration and brand integrity. It’s a design that stands proudly on its own, a subtle yet powerful symbol of a decade of growth and dedication.
Develop a Powerful Employer Brand Campaign: We didn't stop at merchandise. We knew the best way to promote Wells Fargo Manila as a great place to work was to let our employees tell their own stories. We conducted interviews with a diverse group of employees, sharing their personal journeys and highlighting how Wells Fargo has positively impacted their lives and careers.
This approach transformed a simple anniversary celebration into a powerful employer branding initiative. By focusing on the real people behind the success and amplifying their voices through a dedicated social media campaign with the hashtag #wellsfargolife, we were able to showcase the vibrant and supportive culture we've built. This project wasn't just about design; it was about honoring the past and shaping a future where our employees feel seen, valued, and excited about what's next.
* The images of people in the social post were replaced with generic lifestyle images to protect their privacy.
Contributors
Creative Director: Scott Gilson
Art Direction and Design: Alfonso Tanawit
Copy: Janice Ferrer
Consultant: Emman Abuyan, Leizel Ribano
