Brand?

In good times and bad, Fidelity has always conceived of its retail brokerage customers as investors who are empowered and engaged in the investing process. By treating these customers with this level of respect, Fidelity has been able to maintain enormous customer loyalty. To support this view of “empowered investors”, I created direct mail pieces that cut across numerous Fidelity investment products and services. Each piece speaks to investors as the knowledge-seekers they are, while offering them the guidance they need to make the most informed financial decisions. This campaign drove increased inquiry and engagement in ways that maintained Fidelity’s brand promise.

Guidance

Brokerage

Fidelity Retirement

Freedom Funds

Fidelity College