In 2025 the creative team and myself got to help with the launch of one of Fidelity's largest product releases. Fidelity Trader+ is the company's unique offering, allowing seamless trading across multiple platforms with so many new features for customers.
My role was to help develop an overall brand strategy and visual approach to help guide the the rest of the team in executing all the deliverables. In a way, my work set the tempo for the rest of the launch.
My first task was to create a logo that aligned with the Fidelity brand, but could also be a standalone element to promote the product across any media. I took our brand slab serif typeface and established a lockup and color combination for the product name. We also explored the idea of giving Trader+ its own unique sonic branding as well applying it to motion. I created a simple logo animation paired with a music theme that elevates the product as something set apart from anything we've done before.
In addition to the logo, I also explored how motion and layout could be used for the launch. The use of elements like callout bubbles pointing to specific features was also a direction I advocated for to help showcase all the platform has to offer. Much of my explorations and concepts became the basis for how everything we released in the wild.
The team carried everything further in some exciting ways. For example, the use of the "plus" as a visual connection back to the product was a fun creative choice. Overall the team came together to create a one-of-a-kind product launch that was exciting, smart, and incredibly dynamic.
What’s their current perception of Fidelity?
Advanced Traders do not consider Fidelity to be a leader in this space; they are either not aware of our total investment offering or believe our trading solutions to be sub-par and outdated relative to the competitive set. While they trust our brand, Fidelity’s disparate trading solution is not in-line with minimum expectations or what the competitive set offers them.
Advanced Traders do not consider Fidelity to be a leader in this space; they are either not aware of our total investment offering or believe our trading solutions to be sub-par and outdated relative to the competitive set. While they trust our brand, Fidelity’s disparate trading solution is not in-line with minimum expectations or what the competitive set offers them.
Objective:
Meet the needs of today's Advanced Trader with a consistent, interconnected omni-channel trading experience.
SMI & RTBs:
With the new Fidelity Trader+ advanced trading solutions, you have everything you need to trade smarter and faster, no matter where you are.
Connectivity: Your preferred tools, custom charts, and streaming data across desktop, web, and mobile devices.
On-the-go: Trade with dynamic web and mobile platforms that let you start a trade order on one device and complete it on another.
Powerful: A new downloadable desktop platform with advanced charting and research tools, a customizable interface, and integrated screen sharing with our specialists.
The Logo
Sizzle Reel
Broadcast Spot
Digital Out of Home Advertising
Paid Social
Display Advertising
Big Play: Fidelity Trader+
Early results show positive customer response, strong marketing engagement and lift in platform adoption and utilization
Marketing Insights & Results
• Paid campaign has delivered 30 million+ impressions to date, with Trader+ launch creative driving 2x clickthrough outperformance in both Paid Social and Display, reflecting strong interest in the offering.
• Strategy to front-load takeovers on high profile endemic sites delivered with 85% of takeovers performing above CTR benchmark
• Trader+ launch email reached 1.7M customers, delivering a clickthrough rate of 2.27% - more than double the benchmark of 1.10%, and generating 38.5k clicks to the LZ.
• PR efforts yielded 269 million earned media impressions, driven primarily through launch day coverage in Barron's and Reuters, with subsequent 'deep dive' coverage in Barron's in weeks following launch.
Customer Insights & Adoption
• 1.6 million total Trader+ users since early September, with 1.2 million being new users.
• 11x increase in weekly users from early September to mid-November (77k to 872k)
• 85% of new users to Trader+ continued using the platform from September to October.
• 33.7k new to Fidelity Trader+ users since September demonstrating the platform's ability to drive acquisition/new relationships.