Create a design and graphic language that updates the historic Morgan Stanley ticker into something modern and dynamic. In doing so, the idea was to translate live market data, something that is traditionally mundane, into a unique and cinematic experience in order to stand up against the competing noise of Times Square.

The design system was created to be typographic, infographic and cinematic, with the flexibility to react to real-time animation. Important and practical design guidelines were established that define the layout, speed and scale of the visuals. Legibility was also a huge consideration throughout the process and influenced a number of design and execution decisions.

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.