Real Associates
A new brand element.
We spend a huge amount of resources to make sure we only use photography of real associates in our marketing. However, I felt this wasn't clear to our audience. This felt like a missed opportunity since we know how valuable it is for our brand to be perceived as authentic. To solve for this problem, I created "Real Associates": an icon which stamps our ads as authentic, a landing page explaining why we do this, and an anthem video to hype people up on the idea, and introduce them to the fact that what they're seeing is true authentic voices who truly value their careers here at Fidelity. Our audience loved it.
Ad examples:
Anthem video:
Designing the icon:
Channel consistency:
