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Northwest Mutual



I was asked to rebrand a dead or dying company by creating a new position for the company to operate. I needed to create a brand book, visual guidelines, business applications, business system, and three brand extensions.


Concept/Design Goals

Washington Mutual is known as the biggest bank failure in history, and it was also my first bank. After understanding the long, prominent history of Washington Mutual, it was easy to develop a brand soul and repositioning statement where the bank focuses on financial education. When you fail as big as Washington Mutual, you change your name. The updated Northwest Mutual received a bright orange color for younger audiences to gravitate towards, as well as a fun, repetitious graphic pattern. 



The Nature of Identity



Thomas McNulty



Fall 2018



Branding, Environmental, Digital, Book Design

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