Creating a global employer brand with feeling.

A partnership from the very beginning

The research phase was huge. We worked with Fidelity to gather the perspectives of people from Canada and the UK to China and India. We ran a business-wide survey, spoke to 44 leaders and held 11 focus groups with participants across the globe.

Our big idea felt perfect

Inspired by the emotional connection everyone we’d spoken to felt with the business, the culture and the work they do, it was: Feel Fidelity.

This resonated with so many people that it just had to be the main story of this employer brand.

Creativity with feeling

Working with Fidelity’s own brand experts, we’ve created a distinctive look that uses a signature framing device to pick out the people, moments or metaphors that tell our story. The angle of their logo F also came into play and we created a flexible headline style to celebrate how Fidelity feels to people across the business.

Putting Feel Fidelity into action

It’s early days, but Feel Fidelity is already coming to life in some key pieces of work. So far, we’ve created:

• a full set of employer brand guidelines

• people communications brand guidelines

• a global essence video

• user generated content guides

• a shoot plan

• Target Value Propositions for India and China

• An on-brand identity for their internal careers portal.

We’ve got a feeling it’ll go a long way

Fidelity has big ambitions for the employer brand. With more photo and video shoots planned, upcoming early careers campaigns and an active ambassador community, it’s been a wonderfully collaborative project and a real honour to help Fidelity define their culture for the first time.