The Private Bank Welcome Campaign

The Private Bank Welcome Experience
Industry: Wealth & Investment Banking

The Challenge

While at Wells Fargo, I always enjoyed working with The Private Bank. Their marketing efforts were consistently high-touch and hyper-targeted—designed specifically for high-net-worth individuals. That level of detail made the creative work especially rewarding. During my time there, The Private Bank went through a complete brand overhaul, and one of the first major initiatives to bring the new identity to life was the design of a custom welcome experience for new clients.

The Solution

We developed a refined, hand-delivered welcome kit that showcased the new brand architecture in an elegant, tactile way. The package included a hand-addressed letter from the client's Financial Advisor, a custom welcome booklet outlining The Private Bank’s offerings, and a business card with a QR code that linked to a bespoke website tailored to the new Private Bank experience.

Every element was designed to feel intentional and elevated—from the packaging to the copy to the digital touchpoints. It was a memorable, premium experience that resonated deeply with clients and ultimately contributed to significant business growth.

Contributors

Art & Creative Direction: Harrison Washuta
Writing: Alex Tricarico
Design: Marbert San Miguel