WELLS FARGO

Art Director — Quantasy + Associates The Context: Wells Fargo needed to rebuild trust and drive meaningful engagement with Black and Latino communities representing more than $6T in purchasing power, while addressing the homeownership gap amid historical skepticism toward financial institutions. The Mandate: Develop culturally grounded, scalable marketing that increased engagement with financial inclusion resources while restoring credibility and relevance within underserved communities. The Work: Led creative strategy and directed a team of designers developing national multicultural campaigns across digital, physical, and traditional channels. Introduced a gamified engagement model that transformed conventional homeownership messaging into interactive experiences, significantly outperforming standard digital formats. Partnered closely with Wells Fargo’s diversity and inclusion leadership to anchor campaigns in cultural authenticity, ensuring narratives addressed historical barriers and trust dynamics rather than surface-level representation. Campaigns spanned Black, Latino, Asian, and LGBTQ+ communities across 12 markets. The Outcome: Increased campaign engagement by ~10%, drove a 35% increase in homeownership resource downloads, and delivered 90% higher engagement rates compared to standard banner advertising. Established a repeatable multicultural marketing framework that Wells Fargo expanded into additional regions.