SMO
Fidelity National Financial (FNF) & National Endowment for the Arts (NEH)
Fidelity National Financial
Facing market and regulatory pressures, the property title insurance division of this Fortune 400 company needed a new brand strategy that would position them and their five partner brands the first in the category to “fly above the radar.” The industry suffered from a poor reputation and a lack of buyer appreciation and awareness. Fidelity’s stellar reputation provided an excellent launch point for a strategy that would “productize” their service offering. Using a rigorous brand characteristics definition process, I created an identity to boldly take to the market. That new product – “TitleShield” – strategically establishing the group as the epitome of trustworthiness – gave Fidelity a unique brand identity that we would use to educate and motivate both internal and external stakeholders. I devised a multi-channeled strategy for the product’s unveiling and long-term visibility.
The strategy represented a complete overhaul from their original project specifications, to their utter delight. My plan “blew them out of the water,” and was sold at a significant increase over the initial budget expectation.
I segmented the target audiences, and given market conditions, identified realtors independent insurance providers, lenders and home builders as the bull’s eye... to them, Fidelity’s market differentiating dedication to customer service was most significant brand characteristic.
I creative directed a new brand and tactical strategy specific to their eight primary audiences both internal and external. The accompanying tagline I developed was: “The Best Closing starts by Opening the Door...” to each of those brand traits (transparency, security, technology and service).
All segmented audiences were addressed with communications channels that provided for a wide variety of tools/vehicles, including: online, television product placement, periodicals, direct mail, internal communications and outreach, as well as at the time of home sale closings.
A key tactic for the new brand was a new trade show presence. I led the design of this booth to be geared toward the company’s commitment and ownership in the industry toward ‘transparency’ – one of the four key brand characteristics. The LED logo at right was infinitely changeable and allowed us to showcase all brand messages at a critical phase in the company’s go-to-market lifecycle.
Fidelity’s consortium of regional title insurance providers represented approximately 65% of all title insurance purchases across the country. When it comes to this topic and their key constituents, one-on-one and one-on-some meetings proved to be the focal point. I proposed a clear house carrying case bearing our brand and message of transparency in a cool, gotta-have-it package, carrying an everlasting supply of materials and information regarding the sometimes confusing process of a home sale closing.
"Picturing America" Website
"Picturing America" is a program developed under the auspices of the National Endowment for the Humanities. Its goal is to bring the American tradition of expression to classrooms and libraries around the country. The collection is comprised of images that capture important moments in and aspects of American life, in the art forms of painting, sculpture, photography, architecture, and decorative arts. Its being made available to schools and libraries, free of charge, and may help school districts ensure there is still art in their classrooms even if their budgets had to eliminate art class.
In support of the program, I wrote and creative directed the brand and most of the content on the comprehensive website, with an impressive parallax. web 2.0 enhanced online gallery, "Welcome" video by NEH Chairman, and full educational curriculum for grades 4-12, which can be found at: www.PicturingAmerica.NEH.gov.
National Endowment for the Humanities (NEH)
I creative directed a 32-page gallery quality “Image Catalog,” that featured the 40 images of the collection, along with an introduction letter from then NEH Chairman. The catalog and a variety of other collateral materials became part of the President's Day White House Launch.
