Goodfolk & Phosphor zero in on insurer’s staff

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Employees from New Zealand insurance company Fidelity Life take the starring roles on the insurer’s new website as part of its brand and digital refresh.

The website, a joint project between Karangahape Rd digital design agency Goodfolk and Eden Terrace-based web developer Phosphor, features the workers as the human faces behind the services the company offers.

Goodfolk spent time at the company talking to staff, which led them to propose creating digital content based around their stories, and tapping into the culture of the company.

Goodfolk general manager Benn Winlove said: “Purchasing insurance is very intangible so we wanted to turn the focus on our employees, their expertise and what they offer their customers.”

The launch of the new website, which coincided with the brand refresh, is the first stage of Fidelity Life’s ongoing digital transformation.

Goodfolk, whose website work also includes Auckland Council’s OurAuckland site and the recently launched Auckland Libraries website. Phosphor’s technical expertise helped bring this content to life with a contemporary and efficient online platform.


Client: Fidelity Life
Design Agency: Goodfolk
General Manager: Benn Winlove
Creative Director: Scott Crickett
Strategy Director: Srishti Narayan
Digital Producer: Rosie Woodcock
Designer: Michal Semela
Consulting Creative Director: Mark Easterbrook
Copywriter: Matt Halliday
Head of Digital: Chris Riding
Senior Developer: Nathan Smith
Account Manager: Jacqui Robins
Photography: Duncan Cole
Web Agency: Phosphor
Director: Cam Stewart
Director/Project Manager: Cath Sample
Front End Director/Creative Director: Toby Page
CMS Development Manager: Keith Flowers
Software Development Manager: Jeremy Read
System Administrator: Kahu Anderson
Support Manager: Antony Raven
Test Manager: Ashwin Narayan

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