Rise Up was Morningstar’s first-ever brand campaign. A message of empowerment to help more people build long-term value through saving and investing, leading them to independence and, eventually, giving them the financial freedom to live their lives as they choose.
The visual direction was built around the upward energy from the rising sun motif of their logotype to promote ideas of optimism, inclusion, and independence.
We created a series of personas that illuminated the many different types of investors that Morningstar serves which we used to direct our interviews, scouting, and on-location photoshoots.
We used a data-driven approach to test, optimize, and deploy a programmatic digital campaign targeting both individual investors and financial professionals.
Here’s an example of the messaging used for individual investors.
Individual investors: product marketing.
Financial professionals: product marketing.