Fidelity Investments
fintech · image
8
craft
The design grammar relies on the juxtaposition of tangible retail imagery with abstract financial services to make the concept of an 'investment portfolio' feel approachable and organized.
Palette
#008908
background · 33.5%
#01492f
secondary · 19.4%
#edd6c2
surface · 7%
#d8bea8
neutral · 4.2%
#8aaf01
accent · 5.8%
#01613f
secondary · 1.9%
Composition
split panel
Layout
stacked bands
Color structure
analogous blend
Background
solid
Typography
mixed · sans serif mix
Imagery
photographic · realistic
Temperature
cool
Accent lands on
product packaging, box elements
Mood
What makes it work
- Horizontal split between realistic photography and a solid color text block
- Visual metaphor of retail packaging for abstract financial products
- Centered typographic stack with high-contrast white text on green
- Strict analogous green color palette to maintain brand cohesion
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