Rebuilding trust at national scale requires discipline, restraint, and consistency, especially inside a regulated financial institution. This work focused on establishing clarity across thousands of touchpoints rather than pursuing expressive novelty.
As Executive Creative Director, I set creative vision and standards for the enterprise brand system, partnering with executive leadership to unify visual, verbal, and sonic expression. The result was a durable framework designed to scale across business lines while reinforcing credibility and cohesion over time.
Key Decision:
Prioritized clarity and restraint over expressive novelty to rebuild trust at enterprise scale.