Challenge
For nearly 60 years, Fidelity & Guaranty Life has been a catalyst to help others plan for tomorrow. With 700,000 policyholders counting on their annuity and life insurance products, Fidelity & Guaranty was known as a trusted friend by many but was still relatively unknown to the general public. In research, we learned that their name was blurring their identity. They were being confused with other financial firms named Fidelity. A new name was in order. The A-HA! moment was when we discovered that their greatest strength was their unusually eager willingness to collaborate with insurance agents and financial advisors to create innovative new products personalized to their customers’ needs.
Solution
Unusually collaborative, this insight was the catalyst for all of our work. It led to their new tagline: EXPERIENCE THE POWER OF COLLABORATIVE THINKING. It informed the design of their new logo; we simplified their name to F&G, with the F hugging the G and an ampersand (the true symbol of collaboration) tying the two initials together. Complimentary colors purple and yellow were selected to give the logo importance and energy and helped differentiate the organization from the sea of blue being used by competitors. In our print ads, we focused on their new brand’s ampersand. We designed the website and gave them an upbeat and vibrant look and feel. We also simplified and designed marketing collaterals including all of the product brochures.
Impact
We are proud to help F&G shake up the usually staid annuities and insurance biz with a bold new identity. And we’re happy to say the research was no lie, they truly are wonderful people to work alongside.
*** This project was completed while working at Siegelvision, and the entire team was involved developing F&G’s new brand.
“We are positioning F&G for the future by building on our core strengths. Through our research, distribution partners told us how they value our collaboration with them to offer effective solutions for clients. Our new brand reflects this differentiation by being bold, clear and confident in the crowded and confusing insurance marketplace.”
— DIANA HICKERT-HILL, F&G SENIOR VICE PRESIDENT OF MARKETING
SERVICES PROVIDED
Brand Identity Development
Visual Identity
Marketing Collaterals
Website Design
Video Promo
Social Media Content
Photography
