Research revealed that for many, particularly within African American and Hispanic communities, the motivation to buy a home goes beyond personal investment. It is about family, legacy, and the desire to support a thriving network. Yet, these same communities face disproportionately high denial rates when applying for home loans.

This became the foundation for Wells Fargo’s approach to the Homebuyer Access Grant. The goal was not just to educate and empower multicultural homebuyers, but to take a meaningful step toward building long-term trust and advocacy within these communities.

To bring that vision to life, Wells Fargo partnered with fluent360 to launch the “Legacy Living” campaign. The initiative spotlighted the emotional and cultural significance of homeownership as a space where traditions are honored, memories are created, and generational wealth takes root.

By celebrating the home as a cornerstone of family and community, the campaign instilled confidence in prospective homebuyers and reaffirmed Wells Fargo’s commitment to making homeownership more accessible.

fluent360 led the way across all facets of the campaign, from strategic planning and ideation to creative development, production, and performance reporting.