For a Valentine’s Day benefits post, the social team wanted to test a more design‑forward approach beyond our usual user‑submitted photos with simple text overlays. Inspired by my recent interest in scrapbooking, I developed a concept that mimicked a modern scrapbook aesthetic—warm, tactile, and on‑theme—while still grounded in Fidelity’s brand palette for consistency.
I designed the first frame to feel native within our grid and ensured the headline remained legible within a 4:5 crop. Subsequent frames extended the palette with softer, desaturated tones to keep the photography and copy balanced. The result was a fresh visual direction that felt seasonal without straying from brand.
A core principle of our brand—especially on social—is showcasing real Fidelity associates and their authentic experiences. For this campaign, I wanted to move beyond simply posting photos of employees “spotting themselves” in our marketing, which can quickly become repetitive. To create a stronger narrative, I introduced a consistent prompt: “What I love about Fidelity is…” This anchored each post in genuine sentiment rather than novelty.
Because this followed our Valentine’s Day scrapbook concept, I used a subtle stamp motif to create a visual bridge—easing the transition back to our standard style without an abrupt shift. The result maintained cohesion across posts while still refreshing the storytelling approach.
