For nearly 60 years, Fidelity & Guaranty Life has been a catalyst to help others plan for tomorrow. With 700,000 policy holders counting on their annuity and life insurance products, Fidelity & Guaranty was known as a trusted friend by many but was still relatively unknown to the general public, or was being confused with other financial firms named Fidelity.

A new name, tagline and bold identity was executed to show their unusually eager willingness to collaborate with insurance agents and financial advisors to create innovative new products personalized to their customers’ needs. The fun, upbeat and vibrant identity was implemented across all their communications materials.