Michele Cherland, Laura Fegley, Taylor Snyder, Danny Walsh
Associated Bank was undergoing a strategic repositioning to highlight how customers’ money benefits their own communities, and they needed a revamped visual system to match.
My solution used a flexible and expressive system of vernacular and docu-style elements to evoke a sense of place without being patronizing or pretentious. Their color palette was expanded with an expressive and unique yellow and a more grounded off-white. Photography utilizes candid yet stylized snapshots. Typography feels familiar yet expressive.