Fidelity

Roles

  • Copywriting

  • UX Copy Strategy

  • UX Writing

  • Brand Identity

  • Brand Guidelines

Work

I’ve worked on a couple projects with Fidelity Investments. One involved exploring how the brand could evolve its identity to compete against disruptive up-and-comers in the investment category. The other was more straightforward: a new set of digital brand guidelines—including voice, tone, personality and UX copy best practices—to align the company’s digital teams and set them all up for success.

Brand Identity Exploration

I did copywriting and voice and tone work as part of an exploration exercise for a maybe-someday update to the Fidelity brand. This legacy organization was looking to move away from an old-school finance look and feel to better compete with new players in the category. None of these explorations ended up being used, but I still love them!

Client
Fidelity

Year
2023