We sought to create a unified corporate brand that would capture each of Moody’s sub-brands. This new direction required a universal brand platform with perceptions, a brand architecture and corporate/consumer identity systems to gain consistency and flexibility. The overall process included: corporate brand roll-in, identity system, and repositioned website look-and-feel, business systems and standards manuals.
Moody Global Ministries was shaped from a shared vision that allowed internal stakeholders to provide a richer, connected and more fulfilling experience for constituents. The identity system created strong visual consistency, while promoting a flexible, personalized look-and-feel for each sub-brand.
The unified Moody Global brand enabled constituents of single offerings to be exposed to the broader spectrum of how the brand could serve them.