Morningstar

Envisioning a new world of investment data

CONTEXT

Morningstar is a familiar brand among investors. However, as the company expanded through innovation and acquisition, adding new audiences in the professional and institutional space, its positioning had not kept pace with the fast-evolving marketplace. These new audiences needed to see Morningstar as a modern, global, data-driven company.

STRATEGY

Establish currency through a series of narratives, each guided by a central theme, revealing not only the company's character but its immediate relevance. The first chapter, “Investable World,” supports the rise of ESG investing, delivering a bold invitation: “It’s Your World. Are You Invested?” A second, designed for professional advisors, explores the more complex needs of the Evolving Investor.

APPROACH

To convey the company’s information-centric approach, data visualization is key to both campaigns, transforming the aspirational, but sometimes confusing world of impact investing into cogent actions, categories and measurements. Using data and AI to map the life stages and changing expectations of modern investors gives advisors an interactive way to help their clients plan and succeed.

OUTCOMES

  • Both campaigns drove leads from new and hard-to-reach audiences

  • More than 25% of conference registrations arrived through campaign pages

  • Awareness and familiarity with new offerings increased