Finding Fidelity
Objectives
Improve the perception of a financial institution that has more to offer than investments and 401(k)s. Promote a culture of authenticity where career growth is a requirement. Optimize applicant pool to encourage the discovery of the best folks for the right roles. Scale visual systems to grow with the full breadth of their marketing ecosystem.
Role
Design Director
Challenges
How do we change viewer perception from your “dad’s financial company” to “an innovative multi-faceted incubator primed for a long and meaningful career.”
How can we optimize our flagship campaign to support our business segments and key demographics?
Approach
Partnered with copy and media teams to merge brand storytelling with performance data, guiding a scalable creative system tested across key platforms.
Leadership
Partnered with copy and media teams to merge brand storytelling with performance data, guiding a scalable creative system tested across key platforms.
Execution
Campaign introduction through blue sky exploration
Our initial engagement with Fidelity was on a trial basis to test our visual concept merit and how was may reimagine their long standing campaign “Find Your Fidelity” by leveraging key differentiators.
A small selection of the exploration
Champion Fidelity employees; individuality
Portray career growth and benefits
Flexibility
Visual expression
Authentic and human approach to video and photography to champion Fidelity team members and provide a window into Fidelity’s culture.
Organic social & YouTube visual and strategy alignment.
Visual System and Testing Approach
Fidelity’s business needs changed. Our blue sky exploration opened the door for the opportunity to reinvent their visual expression of their employer brand through their career site. This brief retained all of the key differentiators from our previous exploration allowing us to develop how Fidelity captured its media and how we approach brand storytelling.
Excerpt from our brand unification guidance document.
Structure of media ecosystem and testing.
Optimization and scale
