Art at Fidelity is an internal initiative dedicated to embedding art and culture into the daily experience of the organization—shaping how employees think, collaborate, and engage with their environment.
I was brought in to redefine the visual identity and system for the program—creating a cohesive, scalable brand that could live across environments, events, and communications while staying aligned with Fidelity’s broader identity.
My approach was to build a minimal, typographic system that could act as a clear, repeatable signal without competing with either the artwork itself or the parent brand. The identity centers on a flexible mark that plays with figure and ground, subtly forming “ART” while leaving room for interpretation—mirroring the open-ended nature of the program.
I extended this into a broader system spanning typography, color, and modular patterns, enabling the team to create consistent yet adaptable materials across installations, workshops, and internal communications.
Beyond the identity itself, I developed applications across physical and environmental touchpoints to demonstrate how the system could scale—helping the team more effectively communicate their mission and elevate their presence within the organization.
The result is a refined, institutional-quality identity that amplifies the role of art inside Fidelity—giving the program a stronger voice while preserving space for the work it exists to support.
