F&G Case Study
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.
They asked Siegelvision to help change that and let the world know why they were different.
To demonstrate their truly empathetic approach to customers’ needs they asked Siegelvision’s Simplification Team to streamline and simplify their sales materials and customer product brochures to synthesize information and use plain English to make it easier for people to make informed decisions.
As our Simplification Team clarified their documents, our Strategists dug into the research.
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.
Unusually collaborative, this insight was the catalyst for all of our work. It led to their new tagline:
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.
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Then we created a fun, colorful, upbeat film to launch the rebrand. It featured an animated brand ampersand and showed things that work well together like, well, peanut butter & jelly.
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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.
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Siegelvision is 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. Some things really work well together – like Siegelvision & F&G.