Three ring binder design for financial company.

At a pivotal moment during the rebranding from Morgan Stanley Smith Barney to Morgan Stanley, ArtVersion was enlisted to provide comprehensive graphic design services.

Project Disciplines

Brand strategy
Graphic design
Marketing collateral
Branding collateral pieces for a financial company.

Elevating Morgan Stanley's Investor Communications: A Strategic Design Transformation

The rebranding phase presented a unique challenge to seamlessly transition Morgan Stanley's brand identity in its print materials without losing the ethos of its esteemed legacy.

The collateral needed to resonate with high-profile investors, encapsulating both the prestige and innovation at the heart of Morgan Stanley's brand. ArtVersion was tasked to conduct a design overhaul and a strategic reimagining of how Morgan Stanley communicates its value and vision to its audience.


The approach was rooted in comprehensive research and brand strategy, setting the foundation for a successful design transformation. ArtVersion delved into Morgan Stanley's history, target audience, and competitive landscape to inform the design strategy. The ArtVersion team embarked on an extensive exploration phase, engaging in collaborative exchanges with Morgan Stanley's New York office, design and marketing departments, on the implementation of a new logo, corporate colors, and the selection of fonts. This collaboration aimed to ensure brand consistency and establish a new design language.

Crafting a Cohesive Brand Identity: A Collaborative Design Journey

ArtVersion crafted a bespoke design language that would consistently guide the creation of print marketing materials.

The collateral design produced, encompassing a pitch book, premium binders, and other creative assets, was carefully crafted to align with the brand’s rebranding initiative and to significantly elevate the brand’s communication strategy with its esteemed investors, showcasing sophistication and innovation.

Brochure Design

Print Collateral
A financial brochure cover design.
An inner spread of a financial business brochure.
Inner spread design of a financial business brochure.
A circular infographic design on a financial brochure.


To further personalize and elevate the materials, ArtVersion conducted an on-location photoshoot. The custom photography captured Morgan Stanley’s operations and ethos, adding a layer of authenticity and engagement to the print materials.

Color Selections

A critical component of the rebranding effort was the development of new color standards. Color was crucial in establishing a fresh yet timeless aesthetic for print materials. The chosen color palette reflected Morgan Stanley's professionalism and reliability, which cohesively complimented the typography selection that balanced modernity with legibility, ensuring the materials were both inviting and authoritative.

Dark Blue
Teal Green
Midnight Blue
pocket folder

Revitalized Print Materials

The collaboration between Morgan Stanley and ArtVersion yielded a suite of revitalized print materials that not only aligned with the rebranding initiative but also elevated the brand’s presentation to investors. The new pitch books and binders, infused with a modern design aesthetic and enriched with custom photography, significantly enhanced the way Morgan Stanley communicated its value proposition. The project’s success was evident in the positive feedback from both the Morgan Stanley team and its investor audience, affirming the effectiveness of the materials in strengthening the brand’s market position.

A laptop screen displaying a financial service website.
A tablet device screen showing a financial website.
A vertical tablet screen showing a financial services website.

On the digital side of initiatives, a comprehensive set of digital designs was created to extend the newly established design language across Morgan Stanley’s digital landscape.

Each element was purposefully designed to align with the overall brand strategy, reflecting Morgan Stanley’s values of professionalism, innovation, and reliability.

A financial service website design displayed on a laptop screen.
Digital campaign of a financial company shown on a tablet device.

The thoughtful application of the design language across digital mediums reinforced that every interaction with the Morgan Stanley brand, whether online or offline, delivered a consistent and impactful brand experience.

Crowd of people in underground subway station.