E*TRADE

E*TRADE
Insight: Morgan Stanley purchased ETRADE for $13 billion in 2020 and needed a way to seamlessly merge two very different brands.
Idea: Create a bridge between the two companies that still allowed E*TRADE to own democratization and Morgan Stanley to own authority.
My role: Lead verbal identity strategist responsible for: integrated voice strategy, messaging strategy, re-positioning, endorsement strategy, and full integration playbook.

REFRESHED LOGO

Refreshed the logo, removing E*TRADE green and replacing it with the power of the Morgan Stanley blue. The star remained as a perfect symbol of the brand integration (two arrows coming together).

ENDORSMENT STRATEGY & BYLINE DEVELOPMENT

Created dozens of bylines to explain the new Morgan Stanley x E*TRADE dynamic. Then we create a robust consumer test of the bylines with E*TRADE customers. Eventually we landed on “from Morgan Stanley.” It represented a colloquial way to show the backing and power of Morgan Stanly without taking too much credit.

FULL BRAND PLAYBOOK AND MESSAGING STRATEGY

Developed a robust creative strategy focused on growing E*TRADE customers (who buy stocks on their own) into Morgan Stanley private wealth clients. This way Morgan Stanley could own the entire funnel of customers, from first stock (E*TRADE) to robust, managed portfolios. This full integration playbook and guidelines helped both brands create marketing materials and navigate the uncharted waters ahead.