MSCI
Global Head of Design & Brand , Global Marketing
MSCI's Factor Investing Campaign: Building a Product Identity
MSCI, a leading provider of decision support tools and services for the global investment community, was repositioning Factor Investing as a new product. It needed its own identity — something that could sit within MSCI's existing brand guidelines while giving this specific offering a distinct, recognisable presence across every touchpoint clients would encounter it. The goal was a system flexible enough to work everywhere the product would be referenced: the website, sales collateral, presentations, and ongoing marketing communications.
Crafting a Strategic Narrative
My approach began with a deep dive into the intricacies of factor-based investing, leading to the development of a comprehensive messaging framework and creative toolkit — designed to work across every touchpoint and help clients understand how factors like value, size, momentum and quality could inform their investment strategies.
The Design Strategy
Visual Identity
The development of a sleek, modern visual identity conveyed sophistication and expertise. This included graphics for each of the factors presented as elements to support the campaign messaging. Each factor was assigned a color from the brand color palette to build recognition with the audience, allowing us to present data in informative and easy-to-read ways.
Iconography
I designed a suite of icons for each of the factors to support content for various marketing materials. By keeping the colors assigned to the factor elements, we strengthened recognition and facilitated clear communication.
Infographics and Data Visualisation
The creation of visual elements and icons enabled us to produce detailed infographics and data visualisations. These tools simplified complex investment concepts, making factor analysis accessible and engaging for clients.
Digital and Print Collateral
A comprehensive suite of digital and print materials was developed to support the campaign across channels — including brochures, presentations, social assets and event collateral, all built from the core visual system.
Campaign Website & Interactive Tools
I led the UX/UI design and launch of a dedicated campaign website, including interactive tools that allowed clients to explore the impact of different factors on their portfolios — translating complex financial data into an engaging, accessible digital experience.
Working with a Partner
I led the campaign in partnership with an external agency, directing the creative and design system while working alongside them to bring the full toolkit to life across every channel.
Impact: A Journey Towards Investment Excellence
The identity was adopted by MSCI's marketing and business stakeholders as the standard way to represent Factor Investing — used consistently on the website, across marketing communications, and everywhere the product needed to be referenced. Rolling out across digital, print and event channels, it gave MSCI's sales and marketing teams a single, recognisable system to communicate the value of factor investing to institutional clients worldwide.