How to turn a strategic concept into words that position a brand for the future.
Fidelidade
Tags
Copywriting, Brand Voice, Brand Manifesto
Fidelidade is Portugal’s leading insurance company, with a growing strategic focus on longevity and its impact on society.
What was the challenge?
Fidelidade wanted to position itself as a brand with a genuine commitment to longevity, not only as a business pillar but also as a unifying cause.
Therefore, I proposed creating a positioning manifesto that could bring together different teams, business areas and clients around a common purpose: helping people live longer, and better, at every stage of life.
Unlike product or offer-driven information, the manifesto needed to be both inspiring and strategic. As a result, it was designed to spark alignment and motivation, while reinforcing the brand’s long-term vision.
What I did in this project?
I wrote the Longevity Manifesto.
A manifesto is more than just a text. Blending strong storytelling with a business-driven perspective, I shaped a poetic narrative enriched with practical examples to bring the theme closer to its audience.
I created the Vision and Mission for the Longevity territory.
More than inspiring words, I developed strategic statements with real applicability, designed to guide decisions, bring coherence to communication and strengthen the purpose of the area among different stakeholders.
I took part in the strategic and emotional alignment.
Through several co-creation sessions with the leadership team, I aligned messages, refined ideas and ensured the final content reflected both the institution’s ambition and the sensitivity required for the theme of longevity.
I helped strengthen Fidelidade’s brand positioning.
Through a clear and responsible narrative, I supported the brand in standing out as a relevant voice on a complex subject — with authority, empathy and a forward-looking vision.
The manifesto helped establish Longevity as a strategic priority for Fidelidade.
It made the theme more relatable, more human and more actionable, reinforcing the brand’s role as a driver of positive change in people’s lives. In turn, it helped guide Fidelidade’s positioning as a reference point in the conversation on what longevity, retirement and ageing truly mean.
Awe-inspiring
Thank you to Rafaela for the incredible work on the Longevity Manifesto. For always grasping challenges so quickly (and so well), for her magic in turning ideas into words, and for recognising that when we speak to people, emotions always matter. The Longevity Manifesto she created is inspiring and will resonate over time and across generations.
Mafalda Honório, Head of Longevity, Fidelidade
