Allspring

From a digital-first interactions standpoint, I pursued a direction that leaned into the bold colors but retained a subtle restraint in terms of animation timing, hover-states, and transitions. While defining the design system for digital I began with the typography which plays off of the Swiss-design inspired logo mark by using a rigid 6-column grid for both the text and imagery, and using large type for the landing page. I wanted to keep this oversized display type motif throughout the homepage to further differentiate it from most financial brand; however the client felt it needed to be quieter, so we compromised on most of the copy apart from the hero.

The identity untethers the brand from Wells Fargo’s legacy stagecoach to a dynamic symbol inspired by Allspring’s flexible, tailored approach to investing. The Swiss-inspired mark transforms the quadrants into flexible and dynamic elements that can animate and systematically rearrange themselves. The primary color, Violet, stands out among the blues and greens prevalent in the category.

Brand manifesto aside, the core of the work was really grounded in UX Design. There were a number of glaring problems with the original Wells Fargo Asset Management site, particularly in sign-up flows, barriers to entry, and navigating the site itself was a confusing maze. We open to refine all of these aspects of the site and stream-line the user-flow with a universal global nav. You’ll notice some of these images have the sub-nav truncated into the global nav. This was my initial inclination, however the dev team opted for a sub-nav for some of the pages for technical reasons on the back-end.