Morgan Stanley: Survival of the fittest

Agencies don’t usually survive new management, global financial crises, and giant mergers, but we can proudly say that with Morgan Stanley, we’ve been through all that and more. We built strong relationships with their Marketing A-Team and have had a fantastic run, comprising 12 years, three CEOs, two recessions, and countless campaigns, recruiting seasons, brochures, posters, apps, microsites, and communications systems. And we’re still going strong. Here are some of the highlights.

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The Big Rebrand

In 2001, Morgan Stanley needed a brand refresh that would convey the firm's "quiet company" heritage and usher them into a period of stability and growth. The new logotype, with subtle hand-drawn letterforms, was just the tip of the iceberg. Extended into a multi-hued brand pattern, the identity served as a branded backdrop on everything from a debit card to the 30-foot barrel sign in Times Square. In this first assignment with Morgan Stanley, comprehensive brand identity guidelines helped unify Morgan Stanley's signature, communications, and image across all retail and institutional business lines with the perfect combination of intellect and artistry.

Morgan Stanley/Smith Barney: IT Integration

MSSB IT is responsible for merging the MS and SB tech platforms on the back-end, a project equal in size to any Microsoft or Google product launch. It’s painstaking, complex, critical work that isn't visible to the average person. So we developed a campaign to reward employees for their enormous effort and rally around the milestones they were meeting every day. 

Recruiting 2012

Recruiting season is a crazy competition for top talent by top companies. And it's not just financial services and consulting competing anymoreclose-knit, collaborative, and forward-lookinghip tech companies have entered the scene. Here was our latest campaign for Morgan Stanley, designed so that recruits understand that the best and brightest have the best options here. 


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

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