ROLE
Sr. UX Writer
Morgan Stanley is a legacy banking institution working to shift its core messaging to become more accessible for the average consumer. As apart of their efforts to speak to a broader audience, we updated the Morgan Stanley style guide to shift the voice and tone of the brand.
The Approach
Shifting the voice meant a lot of testing and iteration. We tested tone and language with users to smooth out the rough edges. This helped keep the style guide up to date. The voice and tone was guided by the brands five core values: Do the right thing, put clients first, lead with exceptional ideas, commit to diversity and inclusion, and give back.
