Fidelity ABRG Rebrand

Fidelity’s Associate Business Resource Groups (ABRGs) are central to building community and belonging across the firm, yet their visual identities had become fragmented over time, each group operating with outdated, inconsistent branding that made recognition difficult and weakened cohesion across communications. I identified this gap early and initiated the proposal for a full rebrand, advocating for both the need and the opportunity to elevate ABRG visibility and alignment before stepping into the creative lead role to rethink the entire system from the ground up.

Before designing anything, I met with ABRG members, leaders and communications partners to understand what each group represented, how they wanted to be perceived, and where current branding was failing them. These insights shaped the guiding principles of the new system: bright, inclusive, flexible, and connected.

With the vision in place, I led six designers in bringing the new brand system to life, providing creative direction, design feedback, and structure throughout the process. I developed the overarching visual language and logo system, then guided the team through execution of graphics, templates, and usage guidelines.

The final system quickly became one of Fidelity’s most visible internal brand evolutions. The rebrand increased recognition of ABRG communications, streamlined design workflows, and strengthened alignment with Fidelity’s enterprise brand.