Morning Consult Brand Refresh
In 2022, Morning Consult refreshed its brand identity to accompany an extensive marketing campaign, known as Decision Intelligence, which was meant to showcase the company’s growing product offerings in a way that would appeal to a more inclusive audience. My team and I were in charge of coming up with a new design system that would achieve these goals. Together we established a lighter color palette with softer, more approachable visuals, as well as a system of illustrations that would demonstrate the company’s complex product capabilities and data analysis in a simplified way.
Creative Direction: Vince Wanga
Art Direction: Nick Fabiani, Sara Wickersham, Vlad Gorshkov
Collaboration: Ashley Berry, Jodie Custodio, Sam Elbouez, Tadi Martinez, Khanh Pham, Natalie White
I worked with other designers on the team to update the company’s website with the new look-and-feel of the brand. The lighter color palette, simplified graphics, and improved web accessibility result in a much more effective user experience that does a better job of communicating Morning Consult’s product offerings.
Collaboration: Natalie White, Jodie Custodio, Vlad Gorshkov
One of the main goals of the brand refresh was to showcase specific features of the company’s complex, technical product offerings in a way that makes sense to a universal audience. I achieved this by developing an illustration style that uses refined, simplified graphics to highlight one specific product feature at a time. I worked with Natalie White and Vlad Gorshkov to establish a comprehensive library of several dozen graphics using this style. These are featured throughout Morning Consult’s website and marketing materials.
The brand refresh was also applied to a library of 100+ feature images to accompany analysis pieces within Morning Consult Pro, the company’s public-facing content platform. I developed a dedicated set of brand guidelines and asset libraries for the team to use when creating these images.
Collaboration: Sara Wickersham, Ashley Berry, and Natalie White
The new branding was also applied to an extensive array of company collateral, such as report branding and in-product screenshots. Overall, the new look-and-feel was very successfully received and played a critical role in attracting a broader range of clients. The lighter, more inviting color palette paired with intentionally simplified graphics played a key role in audiences being able to better understand the value of Morning Consult’s product offerings.
Collaboration: Khanh Pham
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