Case study

Fidelity International:
Delivering global design standards

Overview

Fidelity International wanted to offer its customers a more consistent experience. They needed to develop digital design standards for their global teams, and asked The Unit to help.

The Unit developed the standards and created a website to house the new digital toolkit. Teams are now able to deliver more efficiently, and customers have a more seamless experience of Fidelity’s products and services, regardless of the channel they are using or the region they are in.

The problem

Fidelity International operates across the Asia-Pacific, Europe, Americas and Middle East regions. Without centralised digital design guidelines, the teams didn’t have the tools they needed to deliver a seamless customer experience. For Fidelity speed-to-market is crucial, but so is quality – and they needed to address the issue. 


Fidelity approached The Unit to develop a set of digital design standards for its global teams. The standards needed to support the delivery of products and services across regions and work for multiple channels.  

Of equal importance was the supporting ‘theory’ - the usage rules that would help staff implement the design standards.

Our approach

We focused on bringing alignment across Fidelity’s regional digital estates.


We started by understanding the current landscape. How were teams implementing design across the regions and what challenges were they facing? This holistic view helped The Unit understand the impact of design decisions, such as how the logo needed to work globally.

The team curated the design standards, creating assets and supporting guidelines.

We then built the digital toolkit, giving designers, content specialists and developers the tools to deliver consistently and quickly.

Next came further design standards for digital and print. These included data visualisation, illustration, interaction design and social media. These are being added to the toolkit and Fidelity will continue to update the guide in similar phases in the future.

Our process

The aim was to reuse and repurpose existing design elements where possible, so The Unit reviewed how design work was being implemented globally to take the 'best of the best'.

We focused on

  • design identity - for example, logos, colours, typography and iconography
  • design elements - for example, buttons, dropdowns and tables
  • structure - e.g. grids
  • accessibility
  • content - principles, and tone of voice.

In all these areas, we defined the standards, created the assets and components, and created the guidance for Fidelity staff to understand how to use them.

To reduce the likelihood of misinterpretation, we annotated each element for specific usage. We also included localisation options where designs needed to vary by region.

The outcome

Fidelity now has a unified design language for use across its regions.

Clear guidelines enable faster delivery and brand consistency.

UX and UI designers, developers and content creators have the assets and standards to deliver products and services worldwide.

Testing and review time has reduced, now that the team are building from a core set of approved elements. And design elements are being reused across products.

As you would expect from a dynamic organisation, the standards continue to be developed and enhanced.