ABOUT THE PROJECT
This brand exploration project was part of a collaboration of design team members, marketing partners, and senior leaders to create a new brand strategy for the institution umbrella of the Fidelity business. The look and feel become known as the "107" for the angle that forms the Fidelity pyramid logo. The collateral system from print to digital is built upon this 107 degree angle to form "rays" that helped create identifiers for the FIAM visual brand. The strategy was extremely successful and influential, that the top of the house Fidelity Creative Agency, adopted the single 107 ray as a prime branding element across many internal and external facing design applications.
