Morgan Stanley Matrix
The Challenge: Matrix was a game-changing client trading and communication interface, but nobody seemed to care. Simply, it needed an identity and teaser campaign to make it matter.
The Idea: We gave the Matrix identity a high-tech overhaul (within brand regulations, of course.) Everything was based on connecting to new ideas, or in the case of the ID, a single point of light. Then we went low-tech with physical installations in the Morgan Stanley London offices. They were simple demonstrations of how technological advances connect you to new ideas and make the old norm look like garbage. We're probably the first and last group to ever put stacks of garbage in every elevator bay in their building and get away with it.