MEET THE Designers:
Sofia Kallivokas
Caitlyn Liu
Natalie Wetzel
Linda Yang
linkedin.com/in/sofia-kallivokas-794563265/
linkedin.com/in/caitlynemilyliu/
linkedin.com/in/natalie-wetzel-strategist
linkedin.com/in/runhan-yang-439542215/
SUMMARY
Proximity by Fidelity is a career-first community platform designed to bridge the gap between students and their future paths. Through curated, high-impact events and a digital ecosystem, it connects users with industry leaders, emerging brands, and like-minded peers. The experience feels exclusive yet accessible, prioritizing meaningful interactions over scale. Backed by Fidelity, it builds long-term trust, positioning the brand as a partner in both career and financial growth.
challenge
We identified the core issue wasn’t a “family” problem, but a brand relevance gap among G3 audiences. We then uncovered gaps in meaningful career access, trust, and engagement. Students feel overwhelmed, lack connections, and avoid traditional finance spaces. Brands struggle to engage without seeming transactional, and university events often lack impact. Through interviews and behavioral insights, we found attendance is driven by speaker relevance and exclusivity—revealing an opportunity for curated, community-led experiences that build trust and connect users to Fidelity.
Outcome
The project became Proximity by Fidelity—a curated event series and digital community connecting students with industry leaders and peers. It addresses key gaps by prioritizing who is in the room, creating high-value, exclusive experiences that drive real engagement. The platform extends this through ongoing content and networking, building trust over time. For students, it offers access and clarity; for brands, authentic connection; and for Fidelity, a relevant, non-transactional entry point into users’ career and financial journeys.
