project type: rebrand.
my role: vice president, global brand management
Morgan Stanley
a leading global investment bank and financial services firm
story. Morgan Stanley, long seen as a traditional financial institution, needed to evolve its voice to resonate with a younger, more diverse audience while maintaining the trust of its legacy clients.
approach. The brand team led a global refresh across EMEA, APAC, the Americas, and LATAM — introducing the firm’s first proprietary typeface in 87 years, overhauling its global image system with a more human and inclusive lens, and driving culture-forward activations including the Rebecca Minkoff x Morgan Stanley Banker Bag 2.0 at New York Fashion Week and a Times Square pop-up museum exploring inclusion in the space economy. The work also supported the firm’s first global brand campaign since 2019, bridging legacy with a modern identity.
