Overview
Created at the University of Washington as a Brand Vision & Creativity team project, this concept reimagines Greenwood as Gurley Proof while keeping the original brand’s historical roots clear. The project turns financial autonomy, community ownership, and generational progress into a new identity and brand film concept.
Brand Reimagining
Gurley Proof builds on Greenwood's original mission while introducing a more distinctive identity centered on ownership, resilience, and collective progress.
The new direction connects the brand's historical roots with a modern message of financial opportunity and community growth, making the brand feel both rooted and forward-looking.
Logo Inspiration
The mark symbolizes community, connection, and sustainable wealth, drawing on three threads of inspiration that build into one form.
A web of connected hands forms the base, representing collective growth as the brand’s foundation.
Upward forms represent financial progress and wealth that grows across generations.
The final mark combines the two into a single, distinctive identity.
Creative Direction
Not Just Access. Real Ownership.
The concept rests on a visual metaphor for accessibility, progress, and ownership. Each layer represents a milestone, from saving to homeownership to long-term financial stability. Rather than framing financial support as charity, the story centers on the agency of individuals and communities building together.
My Role
Developed brand strategy, logo design, brand-film narrative, script, storyboard, visual direction, and presentation design, guiding the project from concept to final film.
Key Focus
Reframing brand vision through identity
Building narrative around community wealth
Directing an AI-assisted brand film concept
Brand Film
The film follows a character moving through a series of doors, with each transition representing a new stage of personal and financial progress. The visual story moves from limitation to possibility, reinforcing the idea that opportunity is not simply given; it is created and owned.
Storyboard
Video concept
AI-generated video. Voiceover created with Speechify Studio. Concept, script, storyboard, and visual direction by Meredith Zeng.
Key Takeaway
Gurley Proof shows how brand strategy can move from historical reference to identity, film narrative, and presentation. The project keeps Greenwood’s legacy visible while proposing a new story of ownership and community progress.