Component Rebrand
Country Base: USA
Industry/Sector/Keywords: Financial Services/Insurance, Finance, Financial Advisors, Wealth Management, Ultra High Net Worth, Premium, Elite, Luxury, Investments

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Morgan Stanley’s Private Wealth Management business focuses exclusively on the Ultra High Net Worth (UNHW) client segment. The division had a unique identity system that felt professional, but dated and detached from the overall masterbrand.


In 2017, we explored design solutions to refresh the visual language to coincide with the business’ 40 year anniversary and the overall firm-wide refresh. Our goal was to rebrand the business to achieve an elite, institutional boutique feel that conveyed a sense of craftsmanship.


To appeal to the Ultra High Net Worth client segment, our creative solution was to design visuals that achieved an elite, boutique and premium feel for Morgan Stanley Private Wealth Management. The new design system adapted artwork by structured artist Jim Keaton, which was tied to the Morgan Stanley masterbrand through color.


The result was a modern, artistic approach that tied to the overall Morgan Stanley brand, appealed to the Ultra High Net Worth target audience, and reflected the multifaceted heritage of the business, and elevated it from Morgan Stanley’s core businesses and other retail banks. The new brand toolkit included custom iconography and artwork that could be applied across many applications ranging from brochures and event invitations to advisor websites and branded merchandise.


Client: Morgan Stanley Private Wealth Management –

Executive Director, UHNW Wealth Management Marketing: Julia Yue
Executive Director, Head of Brand: Ivan Cayabyab

Creative Director: Chris Campbell –
Creative Director: Bill Anstadt
Associate Creative Director: Buddy King
Senior Art Director: Blair Prentice
Senior Art Director: Marybeth Mullan