U.S. Bank Pitch — 2019

Win Today: the big idea where in a world of lofty tomorrows, U.S. Bank helps people win enough todays to make possible happen by becoming a daily, digital brand full of actions and still full of humanity.

We modernized the U.S. Bank brand for the digital landscape so they can help people feel comfortable, in control, and confident to win each day in money. To make personal finance feel more approachable, the color palette expansion was inspired by Monopoly money. These pastel tones paired with the new illustrations and photography direction brought the world of finance into a more bold, confident space. Even with all of these new elements, the type grounded the whimsical nature of these new additions. The proposed design system presented U.S. Bank as your coach and cheerleader for all the small and big money wins.

Motion Design: Haley Hennier | Art Direction: Arthur Cherry