The Journey
Research
I began this project with research. My first mission was to identify and solve for any gaps that Midland had with their current branding. Understanding what customers want out of their bank and their general feelings on banking was vital to creating a great brand. Through this research, I found that customers want a bank that represents who they are and makes them feel safe.
Ideation
From this data, I started to brainstorm the visuals. I wanted something that would grow with Midland as their designs and tagline evolved. The visuals also needed to amplify the customer. To create a visual foundation, I took Midland’s logo and separated it out into shapes. From these shapes I made patterns. These visual, when placed behind and in-front of the subject in the imagery, give depth and make the customer the focus.
Production
Now that I had a base for Midland’s new branding, it was time to brainstorm the first campaign. I worked with several internal team members to come up with an art direction that gave the warmth, brightness, and friendliness that Midland needed to portray. From there, we wasted no time getting to work. Not only did I create all of the materials for the campaign, but I also led the photography and video that was created. From choosing talent, to scheduling, to directing, I played a vital role in getting the final product across the finish line.
