Wells Fargo set out to restore trust and reintroduce its brand with renewed purpose. I led the creative vision for the enterprise rebrand, shaping a cohesive visual and verbal identity across 19 business segments. I directed the creation of more than 25 brand standards and a scalable design system adopted by 270K employees and agency partners. The result was a unified, purposeful brand expression that improved clarity, deepened connection, and helped lift customer trust by 15% and brand impression by 83%.