Fidelis: Building a brand system for the next stage of growth
Fidelis was a fast-growing insurance startup serving tens of thousands of customers through a network of hundreds of agents. As the business expanded, it needed a brand presence that reflected its scale and a consistent way to communicate across customers, agents, and internal teams.
Through pH Collective, I led a designer on the project, overseeing the development of a cohesive visual system and its application across print, digital, and physical touchpoints. We paired the design work with communications guidelines, editable templates, and staff training to support ongoing use.
Process & Challenge
The brand needed to work at two levels: a recognizable identity for Fidelis and practical tools that staff and agents could adapt for their own communications.
We began by consulting with the in-house teams and developing a comprehensive Communications & Style Guide. I led the team as we translated that foundation into collateral, merchandise, office decor, and digital materials, maintaining a consistent visual direction across the work.
The broader engagement included communications guidelines for consumer and business audiences, social media editorial calendars, and live and recorded staff training. Together, these resources gave the team a shared foundation for producing content and representing the brand.
Approach
The brand needed to work at two levels: a recognizable identity for Fidelis and practical tools that staff and agents could adapt for their own communications.
We began by consulting with the in-house teams and developing a comprehensive Communications & Style Guide. I led the team as we translated that foundation into collateral, merchandise, office decor, and digital materials, maintaining a consistent visual direction across the work.
The broader engagement included communications guidelines for consumer and business audiences, social media editorial calendars, and live and recorded staff training. Together, these resources gave the team a shared foundation for producing content and representing the brand.
Brand System & Collateral
Website Design
Social & Content
Sales
Outcome
The work gave Fidelis a cohesive brand presence and practical resources for using it across a growing organization. Guidelines, adaptable templates, and training supported consistent communications across internal teams and the agent network.
The brand work supported the organization through their period of expansion and growth until they were acquired.