Morgan Stanley’s Global Sports and Entertainment division is dedicated to serving the unique and sophisticated needs of professional athletes and entertainers. The financial advisors in the segment help manage the wealth of clients ranging from athletes just beginning a professional career to seasoned entertainment industry executives.
The initial branding approach developed for this segment became dated quickly and felt too disconnected from the overall Morgan Stanley masterbrand, which was undergoing a rebrand at the time.
The goal was to develop a visual approach that would both align to the Firm’s larger visual identity system and speak to both professional athletes and musicians alike, while infusing a modern, sophisticated feel across all collateral materials. The business moved away from collages of various themes (sports, music, etc.) and focused on elevated photography that spoke to the common thread among all audiences – being in the spotlight. The design team curated a library of sophisticated, spotlight-focused images for general use, and authentic people-focused images for use in targeted communications (sponsorship ads, digital posts, personalized marketing for financial advisors, etc.)
The updated marketing collateral has driven better engagement with the financial advisors and helped support recruiting efforts for advisors considering joining the firm. Strategic event sponsorships and ad buys have leveraged targeted messaging and visuals to drive engagement with Morgan Stanley.