Working with Moody’s to solidify their brand architecture and strategy, IOP recommended a Master Brand approach. Given the complex situation, IOP simplified Moody’s visual identity. We created three sets of brand elements—for Moody’s Corporation, Moody’s Investors Service and Moody’s Analytics. The corporate level is the parent of the two business entities.

Moody’s Investors Service is well known, and a leader in ratings. 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 applied the unique Moody’s Investors Service elements to selected application, 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, Web sites, email communications, business documents, trade show applications, and much more.

Moody’s Analytics is comprised of many sub brands, and the company is currently working to unify these brands as Moody’s Analytics. We leveraged the equity in the Moody’s name and simplified the brand architecture and product structure to reduce confusion in the marketplace, while creating visual distinction from the ratings business. We applied unique elements to selected applications, creating a suite of robust templates and visual guidelines for Moody’s Analytics to implement the brand globally, across all sub brands. This work encompassed research—the main product, marketing materials, Web sites, email communications, business documents, trade show applications, and much more.

In 2008, with continuing economic uncertainty and while under increased scrutiny, Moody’s needed to communicate their story to shareholders—explaining what they do, how they do it and the value they provide. IOP’s task was to translate their complicated business into an Annual Report highlighting Moody’s value proposition and to address marketplace anxiety. IOP helped Moody’s achieve their communications goals, while meeting tight deadlines and satisfing a diverse internal stakeholder group. Pairing photos of Moody’s people at work with engaging charts and data, IOP showcased Moody’s strategic plans—capturing the talent, drive and thinking that will move Moody’s beyond the challenges of today to a future of continued growth.

The Report was a success within the company and among external stakeholders. Liz Zale, 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.”