We took direct inspiration for the three pillars of the proposition, integration, engagement, and sustainability, to construct a system that embodied those attributes.
Each of the SFF pillars imply a connection or conjunction between two elements: integration of the sustainable enterprise and Fidelity’s approach to investing, engagement between Fidelity and the companies in which the funds are invested – and collaboration between client companies and Fidelity while intelligently directing the sustainable approach.
Our idea was to develop a system for creating composite images, always using three elements to echo the underpinning philosophy. The juxtaposition of different elements would enable us to present several faces and offer a sense of story rather than focusing on a single product attribute.
To this end, we found container images that could be used to present the composited images within. In this way, there is the potential to create specific stand-out heroes, as well as higher-level or more generic expressions.
Local markets would be able to work with the concept’s system to produce imagery with their own local emphasis, or even adapt the artwork to produce alternative versions of the existing composites to best suit the medium.
The system we developed to underpin the creative concept enables the resulting creative to be reformed and adapted to work in any collateral, a process that grows more efficient with each iteration.
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