Strategy, UX and Visual redesign of Fidelity Labs
To benefit its customers, its business and employees, investment in Fidelity Labs is a proof point of Fidelity’s long-standing belief in the importance of continual, financial and technological innovation. Labs is incubating startups, funding businesses, dissecting socio-economic problems like student loan debt, the future of estate planning, and the future of money.
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Don't be like everyone else
Previously, people who were likely to come to FidelityLabs.com may have heard of Labs, but they weren't likely to know that much about Labs. It wasn't apparent how different Labs is from the stereotypical financial services organization, or corporate ‘Lab’. The new experience needed to change these perceptions.
SHOW, DON'T TELL
Lead with the work. Tell the Labs story with fewer words— without belaboring the point, being heavy handed, inauthentic, or bragging.
Natural and smooth, this concept showcases video and photography as heroes. It also explores how color, gradients, and imagery overlap to create new visual textures with subtle motion and bright type.
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8 weeks later
We delivered a web experience that is confident, dynamic and bold. Labs exudes knowledge in a friendly, optimistic manner that intrigues users. The new site gives a more accurate portrayal of Fidelity’s reputation as an expert thought-leader, with a mature approach and sense of humor. Guiding principle: keep it smart, keep it real, keep it fun.
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Associate Creative Director: Kit Casey, Creative Director: Jared Kelleher, Designer: Florencia Balseiro Copywriter: Ilan Frankel, XD: Gail Fogel, Strategist: Alan Snitow