Morningstar has long been a trusted name among financial professionals and investing enthusiasts who rely on its independent research, ratings, and data to make informed investment decisions. However, awareness among retail investors remains limited. For many, investing feels overly complex, creating barriers for those who would benefit most from financial guidance. This campaign sought to break down those barriers and speak to both seasoned and aspiring investors.

Splitting the word investor into “invest” and “or” establishes a phrasal template that allows for storytelling tailored to different markets, motivations, and financial goals. Conjunctions like “and” connect ideas, while “but” contrasts them. “By” and “for” are prepositions that establish relationship. And adverbs like “today” and “later” describe when, where, and how.

Similarly, multi-panel compositions establish a visual template. A sequence of related images in a triptych can convey progression, absence, or repetition, while repeated images across panels can reveal new ways of seeing.

When word and image come together, they playfully open up a world of storytelling possibilities. These stories can speak to everyday people saving for retirement or reassure seasoned asset managers navigating volatile markets. They can inform thinking, inspire action, or invite reflection through logic, emotion, or humor. Whatever is being told, they are always in service to empowering investors of all kinds.

The campaign is typeset in GT America by Grilli Type.

Brand Campaign
Brand Identity
Brand Strategy