Wells Fargo Asset Management Unveils Brand Redesign



As part of Wells Fargo’s recent branding campaign and redesign, Wells Fargo Asset Management (WFAM) launched a new brand initiative to provide clients with a more integrated, consistent product and solutions-focused experience.

In January, Wells Fargo launched “This is Wells Fargo,” an integrated marketing campaign that highlights the changes the company has made to its operations and culture to deliver exceptional service and rebuild trust with customers. The campaign also introduced a new visual identity, including an evolved logo, a modern stagecoach and digitally friendly colors and tone.

Through this implementation, WFAM will focus on communicating with clients with clear, actionable and benefits-driven messaging to help them pursue their goals.

“We are proud to launch this new branding platform, which represents a transformational step forward in better fulfilling the expectations and needs of our clients,” said Nico Marais, co-CEO of WFAM. “We want our brand to be viewed as a powerful, innovative and unified provider of our investment products and problem-solving solutions.”

The strategy emphasizes WFAM’s outcome-focused vision, achieved through combining the best of its investment capabilities with its multi-asset solutions expertise.

“With our enhanced digital capabilities and identity, we are better positioned to meet the expectations of today’s investors,” said Kirk Hartman, co-CEO of WFAM. “We want to make clear that we think differently on our clients’ behalf — not just about their investments, but about their long-term goals and the most effective solutions for achieving them.”

A significant component of the WFAM redesign includes the consolidation of three websites — wellscap.com, wellsfargofunds.com and wellsfargoassetmanagement.com — into a single platform. The new site will enhance user experience through customized content and more intuitive navigation. This establishes a unified approach to different clients, whether they are U.S.-based institutions, financial advisors or individual investors.

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Terry Mulreany
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