Web Design
Standing Out, Staying On-Brand
Led the design of Morgan Stanley’s Private Credit site, creating an on-brand yet distinct experience that reinforced trust and opened the door to a multi-million-dollar partnership.
Year :
2021-2022
Industry :
Financial Services
Company :
Morgan Stanley
Project Duration :
2 weeks
Problem :
The Morgan Stanley Private Credit team was buried within the larger Investment Management site, which at that time, had outdated architecture, poor discoverability, and buggy navigation. Their offering lacked visibility, and they needed a standalone, on-brand experience to stand out, attract potential clients, and support recruiting efforts—all while staying aligned with Morgan Stanley’s strict brand guidelines. To this day, the newly updated Investment Management website still navigates out to the Private Credit site.
Solution :
I led the design and strategy of a dedicated marketing website for the Private Credit team. The site balanced brand consistency with differentiation: leveraging Morgan Stanley’s design foundations while evolving component styling to create a unique look and feel. The new experience highlighted:
The team’s strategy and offering
About and leadership information
Impactful numbers and investment data
Portfolio of recent transcations
Career opportunities and recruiting touchpoints
Contact pathways for prospective clients
The result was a minimal yet high-impact aesthetic that reinforced trust and elevated Private Credit’s market positioning.
Challenge :
Two key challenges defined this project:
Pitching the right idea: We ran heuristic evaluations of both Morgan Stanley’s existing site and competitor experiences (e.g., BlackRock, Goldman Sachs). This gave us the credibility to present a thoughtful, competitive vision that stood apart.
Balancing brand with differentiation: Working within the Morgan Stanley design system required careful adaptation—using their foundations while re-styling components to feel distinct but still unmistakably part of the brand family.
Summary :
This project was about more than just a website—it was about building trust with a large client. The successful launch of the Private Credit site helped Morgan Stanley stand out in a competitive landscape while maintaining brand cohesion. More importantly, it laid the groundwork for a multi-million-dollar engagement, establishing PwC’s Experience Center as a trusted digital transformation partner. The site remains live today, continuing to serve as proof of both design quality and strategic value.
www.morganstanley.com/im/private-credit
More Projects
Web Design
Standing Out, Staying On-Brand
Led the design of Morgan Stanley’s Private Credit site, creating an on-brand yet distinct experience that reinforced trust and opened the door to a multi-million-dollar partnership.
Year :
2021-2022
Industry :
Financial Services
Company :
Morgan Stanley
Project Duration :
2 weeks
Problem :
The Morgan Stanley Private Credit team was buried within the larger Investment Management site, which at that time, had outdated architecture, poor discoverability, and buggy navigation. Their offering lacked visibility, and they needed a standalone, on-brand experience to stand out, attract potential clients, and support recruiting efforts—all while staying aligned with Morgan Stanley’s strict brand guidelines. To this day, the newly updated Investment Management website still navigates out to the Private Credit site.
Solution :
I led the design and strategy of a dedicated marketing website for the Private Credit team. The site balanced brand consistency with differentiation: leveraging Morgan Stanley’s design foundations while evolving component styling to create a unique look and feel. The new experience highlighted:
The team’s strategy and offering
About and leadership information
Impactful numbers and investment data
Portfolio of recent transcations
Career opportunities and recruiting touchpoints
Contact pathways for prospective clients
The result was a minimal yet high-impact aesthetic that reinforced trust and elevated Private Credit’s market positioning.
Challenge :
Two key challenges defined this project:
Pitching the right idea: We ran heuristic evaluations of both Morgan Stanley’s existing site and competitor experiences (e.g., BlackRock, Goldman Sachs). This gave us the credibility to present a thoughtful, competitive vision that stood apart.
Balancing brand with differentiation: Working within the Morgan Stanley design system required careful adaptation—using their foundations while re-styling components to feel distinct but still unmistakably part of the brand family.
Summary :
This project was about more than just a website—it was about building trust with a large client. The successful launch of the Private Credit site helped Morgan Stanley stand out in a competitive landscape while maintaining brand cohesion. More importantly, it laid the groundwork for a multi-million-dollar engagement, establishing PwC’s Experience Center as a trusted digital transformation partner. The site remains live today, continuing to serve as proof of both design quality and strategic value.
www.morganstanley.com/im/private-credit
More Projects
Web Design
Standing Out, Staying On-Brand
Led the design of Morgan Stanley’s Private Credit site, creating an on-brand yet distinct experience that reinforced trust and opened the door to a multi-million-dollar partnership.
Year :
2021-2022
Industry :
Financial Services
Company :
Morgan Stanley
Project Duration :
2 weeks
Problem :
The Morgan Stanley Private Credit team was buried within the larger Investment Management site, which at that time, had outdated architecture, poor discoverability, and buggy navigation. Their offering lacked visibility, and they needed a standalone, on-brand experience to stand out, attract potential clients, and support recruiting efforts—all while staying aligned with Morgan Stanley’s strict brand guidelines. To this day, the newly updated Investment Management website still navigates out to the Private Credit site.
Solution :
I led the design and strategy of a dedicated marketing website for the Private Credit team. The site balanced brand consistency with differentiation: leveraging Morgan Stanley’s design foundations while evolving component styling to create a unique look and feel. The new experience highlighted:
The team’s strategy and offering
About and leadership information
Impactful numbers and investment data
Portfolio of recent transcations
Career opportunities and recruiting touchpoints
Contact pathways for prospective clients
The result was a minimal yet high-impact aesthetic that reinforced trust and elevated Private Credit’s market positioning.
Challenge :
Two key challenges defined this project:
Pitching the right idea: We ran heuristic evaluations of both Morgan Stanley’s existing site and competitor experiences (e.g., BlackRock, Goldman Sachs). This gave us the credibility to present a thoughtful, competitive vision that stood apart.
Balancing brand with differentiation: Working within the Morgan Stanley design system required careful adaptation—using their foundations while re-styling components to feel distinct but still unmistakably part of the brand family.
Summary :
This project was about more than just a website—it was about building trust with a large client. The successful launch of the Private Credit site helped Morgan Stanley stand out in a competitive landscape while maintaining brand cohesion. More importantly, it laid the groundwork for a multi-million-dollar engagement, establishing PwC’s Experience Center as a trusted digital transformation partner. The site remains live today, continuing to serve as proof of both design quality and strategic value.
www.morganstanley.com/im/private-credit