The Wel at Humana Storefront in downtown Louisville, KY is the brand's debut visual appearance. With this execution, we revealed the core brand messaging voice and visual strategy. People of all walks of life are displayed with equality. We use a Wel Plum to Wel Cobalt gradient as a unifying element from person to person. We use a variety of powder explosion textures to add depth, movement, and interest. Additionally, the gradient and textures have elicited a myriad of emotion responses ranging from intensity to ethereal tranquility.
The graphics were applied in two layers, placing the contour-cut vinyl lettering on the outside of the window to create nice, subtle depth and reflection.