Fidelity Investments
fintech · image
8
craft
The design utilizes a retail store metaphor to communicate organization and accessibility in financial management.
Palette
#008908
background · 33.5%
#01492f
surface · 19.4%
#edd6c2
neutral · 7%
#d8bea8
neutral · 4.2%
#8aaf01
accent · 5.8%
#01613f
secondary · 1.9%
Composition
headline plus visual
Layout
stacked bands
Color structure
analogous blend
Background
solid
Typography
mixed · sans serif mix
Imagery
photographic · realistic
Temperature
cool
Accent lands on
product packaging
Mood
What makes it work
- horizontal split between photographic visual and solid color block
- monochromatic green color palette using analogous shades
- tangible retail metaphors for abstract financial products
- centered serif headline for stability and tradition
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