A global employer brand

Family owned and widely respected, Fidelity International have been proudly helping clients plan and save for the futures they want for over 50 years. They’ve a people-centred culture that fosters belonging and brings out the best in everyone. Our challenge was to define and communicate this with the world.  

This was a project with real meaning for a client with big ambitions, as Fidelity International were aiming to:  

• increase their ability to attract and retain talent in key markets around the world  
• support the business’s wider growth  
• further deliver on their purpose of building better financial futures.

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.  

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.  

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.  

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.  

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.