REBRANDING
fidelity service bureau
Summary
The Fidelity brand is very strong. From the green, to the iconic pyramid, to the Fidelity font, the company takes very seriously how its brand is used.
On the other hand, institutional traders generally don't care about branding. What specific shade of green should be used in their power points isn't high on their list of priorities. Which is probably why no one had updated the design of the reports we were sending to our clients in many, many years. They were badly out of date with our current brand standards, with our compliance and legal groups, and many of them had no branding at all. Our invoices were built by hand every month and it was difficult to tell what company they were from. As the only designer in the group, it fell to me to update the branding of the reports coming out of the platform I was responsible for, and to create a entirely new brand for the offshoot company (Fidelity Service Bureau) who's reports also came out of Products Portal.
Creating a brand for an offshoot entity is challenging. There are many Fidelity rules and guidelines, of course, and incorporating some of the elements of the Fidelity brand is important. You don't want to squander 80 years of trust and expertise. However, it's important to be distinct as well. I tried to balance a modern and eye-catching design with remaining true to the spirit of Fidelity's relatively minimalist approach.
Weights and Measures
Our quantitative analysts developed an innovative way to rank and separate algo/broker performance. We displayed that using an aligned horizontal bar chart which intuitively shows where the high performers are. Lined up with current weights, our reccommended Smart Weights, and the new weights, it's a simple, but powerful interface.
Back-tested and forward-looking
Overall wheel performance depends on a lot of factors, but knowing the ideal weighting has been almost impossible to figure out until now. Seeing lost revenue in big red and green numbers is a powerful reminder to update your weights regularly.
ALERT!!! ALERT!!!
We built an email alerting system to let you know if you needed to log in to update your wheel weights. They went out monthly, allowing clients to build a regular cadence of reviewing and updating their wheels.