Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Financial Services/Insurance, Investments, Wealth Management, Advisory

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

Industry Setting

Within the financial services industry, the challenge for many companies is to differentiate itself—from both a visual and services offering perspective. We wanted to modernize and simplify the Morgan Stanley brand to not only differentiate from our peers but also align to modern technology.


As a global company with 55,000+ employees, the scale to be consistent while remaining relevant to the world is a challenge. We had to create a cohesive brand expression across multiple touchpoints that represented our evolving, more digitally focused practices and products while striving to attain a modern, innovative and professional image. From our brand audit, Morgan Stanley was prescribed as opaque and faceless and we had to elevate our brand to become more modern and different, which our clients, employees and potential clients can connect with.


Through the rebrand, our new visual system exudes quiet confidence and sophistication while providing the flexibility needed to present that our firm is much more than a bank—but a leading company full of intellect and insights, our greatest competitive advantage. It began with a transformation of our homepage from a static corporate site to a more engaging thought leadership hub. We also launched a national advertising campaign to share our brand message, and rolled out a new global identity program. A more premium imagery style was implemented, along with a systematic approach to brand architecture, use of white space, motion graphics and a curated color palette.


The results of our brand transformation have been positive. According to our research, perceptions of Morgan Stanley across all of our brand drivers have improved compared to a year ago.

– Our visual system is more modern and clean

– Our messaging showcases our brand story, which reflects the work we do with institutions and governments to bring visionary ideas to life and enable positive change in the world

– Our brand now represents our brand personality: thoughtful, energetic, expertise


Client: Morgan Stanley – www.morganstanley.com

Managing Director, Integrated Brand Marketing: Lisa Manganello
Managing Director, Digital Strategy: Bryan VanDyke
Vice President, Brand Marketing: Ivan Cayabyab
Vice President, Brand Marketing: Mary Yee
Vice President, Creative Director: Adam Greiss
Vice President, Creative Director: Bill Anstadt

Brand Strategists/Designers (General): RR Donnelley / DSG

Brand Strategists/Designers (Digital): HUGE Inc.

Brand Strategists/Designers (Signage): Bloomberg Creative Studio / Framestore

Brand Strategists/Designers (General): Siegel + Gale