Morgan Stanley
At a pivotal moment during the rebranding from Morgan Stanley Smith Barney to Morgan Stanley, ArtVersion was enlisted to provide comprehensive graphic design services.
01
Research
02
Brand strategy
03
Graphic design
04
Marketing collateral
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.
Process
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
Photography
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
#042d5e
Teal Green
#1aa1ad
Midnight Blue
#041d3a
White
#FFFFF
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.
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.
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.
