The idea was to create a design and graphic language for the signage that updates the historic Morgan Stanley ticker into something modern, engaging and dynamic. What makes this solution so unique is the use of live data paired with cutting-edge design and how those two elements interact. The approach translates market data, something that is traditionally mundane, into a cinematic and memorable experience.

Considering the diverse and fluctuating audience of Times Square, the data application required a unique approach.

The goal was to create relevant, engaging content that is immediately understandable to the average consumer, while also interesting and practical for Morgan Stanley's very own clients and employees.

With this in mind, the creative agency worked closely with its fellow data experts to identify the essential market data and news that would be appropriate and impactful on the signage.

Morgan Stanley’s digital signage generates over 2,000 distinct pieces of content each day, informed by over 4 billion kilobytes of live data, reaching an audience of 460,000 people each day and 167 million people each year.

Beyond the numbers, the signage serves as a modern and active outlet for Morgan Stanley – a way for the brand to connect with the world as a leading financial institution on the pulse of technology and innovation. This design and data-driven solution has allowed Morgan Stanley to build and reinforce its brand equity in one of the most public squares in the world.