Moody’s needed to create a cohesive image from numerous sub brands. The company had a new word mark, but no brand architecture and no system in place to create a market presence and consistency at every point of contact. Additionally, Moody’s wanted to separate their two main business entities, Moody’s Investors Service and Moody’s Analytics.

Working with Moody’s to solidify their brand architecture and strategy, IOP recommended a Master Brand approach. We leveraged the equity in the Moody’s name and simplified the product structure to reduce confusion in the marketplace, while creating visual distinction. We created three sets of brand elements—for Moody’s Corporation, Moody’s Investors Service and Moody’s Analytics. We applied the unique elements to selected applications, creating a suite of robust templates and visual guidelines for Moody’s to implement the brand globally. This work encompassed research—the main product, marketing materials, websites, email communications, business documents, trade show applications, and much more.

In the 2010 Annual Report, IOP's design focused on the CEO letter while highlighting the two main businesses. Building on the established brand language, with a simple, elegant look and feel, the report incorporates photos of Moody’s people at work and engaging charts and data. For the fourth consecutive year, IOP successfully showcased Moody’s offerings and initiatives, capturing the talent, integrity and thinking that drive the company’s performance.

The Report was a success within the company and among external stakeholders. Liz Zale, then Vice President of Investor Relations had this to say about working with IOP:

“I want to thank all of you and your staff for facilitating a positive and productive development experience with the creative and professional result we were hoping for. I know it was a tremendous amount of effort, with much of your team involved, and your vision, responsiveness and flexibility made it a pleasure to work with IOP each step of the way.”

Following the launch of Moody’s new branding initiative, the company wanted the 2009 Annual Report to clearly define its structure and role in the global capital markets. IOP’s design highlighted the two main businesses and the value Moody’s delivers to a broad range of market participants. IOP helped Moody’s achieve its communications goals, while meeting tight deadlines and satisfying a diverse internal stakeholder group. Building on the established brand language, the report incorporates photos of Moody’s people at work and engaging charts and data. For the third consecutive year, IOP successfully showcased Moody’s offerings and initiatives, capturing the talent, integrity and thinking that drive the company’s performance.