After the worst days of the American financial crisis were over, the financial firms still left standing faced cynicism and even full-on hatred from everyday investors. Our objective was to remind Morgan Stanley employees that the firm's name still stood for excellence, and tell the rest of the world that a glimmer of hope still lived on Wall Street.

Most Americans thought a Wall Street firm with integrity just didn't exist. So we painted a picture of a finance employee who sounded too good to be true...but they were actually a Morgan Stanley employee. For the visuals, we combined images of industry, commerce and philanthropy with portraiture, as if to suggest each Morgan Stanley employee's inner vision and values.

We targeted Morgan Stanley's top employees by handing out this booklet at the firm's annual manager's meeting. The booklet introduced each person to the campaign, as well as setting an example for them to follow each and every day.

The immediate result was a happier, more engaged workforce committed to and focused on the same values. Four months after our campaign started running, the firm reported a $756m increase in year-over-year earnings across the same period.