MMI Brand Transformation

Elevating Money Management Institute’s visual identity to new heights.

BRAND DESIGN / TYPOGRAPHY / EVENTS / ADVERTISING / WEB ASSETS
MMI Brand Transformation Thumbnail

The Money Management Institute (MMI) is a non-profit trade organization representing firms that provide financial advice and investment advisory solutions to investors.

After completing a rebrand in 2022, MMI brought me on as the designer responsible for translating the fresh guidelines to a wide variety of marketing communications, including brochures, web graphics, event collateral, social media posts, and much more.

MMI Brand Transformation Thumbnail 2

Expanding & Refining MMI’s Existing Visual Identity

After reviewing the new brand guidelines, I realized I would need to expand them to cover the large amount of deliverables needed for various teams.

In particular, MMI has a pressing need for sponsorship solicitations and other official documents to help drive revenue for their busy roster of conferences and events. In the past, these documents had been created haphazardly and failed to achieve a unified look and feel. I set out to fix that problem by developing an expanded typographic system.

MMI Brand Guidelines
MMI Brand Guidelines (Credit: Big Idea Advertising)

My Typographic Approach

The system needed to be versatile, attractive, and clean. It needed to represent MMI with the utmost professionalism. It needed to preserve a consistent look and feel and be usable by external partners or agencies in the rare event I was unavailable to work on a particular document. And practically speaking, it needed to help me produce documents optimized for print while also including interactive elements such as the ability to digitally fill and sign forms.

MMI Style Guide (Full) Straight-On ViewMMI Emerging Asset Managers Forum Full View croppedMMI Distribution Leadership Forum First Page ZoomMMI Distribution Leadership Forum Group Packages Angled ViewOpening Doors Golf Classic Program Angled Top HalfMMI Full Year Events Prospectus

Event Graphics and Advertising:
MMI’s Annual Conference

I was responsible for applying the brand to a variety of assets needed for MMI’s conferences and events. As a notable example, I designed stage graphics and advertising for MMI’s Annual Conference, their biggest event of the year. Every October, the event brings in about 600 attendees and generates over $1M in revenue.

In collaboration with event production consultant Colin Babej, I prepared an event wordmark and designed graphics for the main stage. I also designed a back-cover print ad in Barron’s for the MMI/Barron’s Industry Awards, which were awarded at the end of the conference.

Annual Conference WordmarkAnnual Stage Graphics mockup
Annual Stage Graphics 2018 photoAnnual Stage Graphics 2019 photoAnnual Stage Graphics 2022 photo

After (2023)

Before (2018, 2019, 2022)

Annual Stage Graphics photo with crowd
MMI Annual Conference 2023 Photographs by Jill Kahn
Annual Stage Graphics presenter at podiumAnnual Stage Graphics photo of presenter pointing offstageAnnual Stage Graphics medium shot of presenterAnnual Stage Graphics photo of seated panelAnnual Stage Graphics group photo
MMI/Barron's Industry Awards Ad 1 2022MMI/Barron's Industry Awards Ad 2 2022

After

Before

MMI/Barron's Industry Awards Ad 2023
MMI Barron's Ad Close-up Angled View 2

Other Brand Communications

While working with MMI, I’ve also prepared a variety of graphics for their digital communications, including infographics, banners, thumbnails, social posts, and much more. These graphics include work for the Gateway Foundation, a diversity, equity, and inclusion-focused non-profit owned and operated by MMI.

MMI Strategic Pillars InfographicMMI Webinar HeaderAdvisory Insights Thumbnail 3Advisory Insights Thumbnail 4Advisory Insights Thumbnail 1Advisory Insights Thumbnail 2Opening Doors Golf Classic Championing Sponsor Social PostOpening Doors Impact Night Diversity & Inclusion Pioneer Sponsor (Invesco)Opening Doors Impact Night "Inspire" GraphicAdvisory Insights Icon 4Advisory Insights Icon 3Advisory Insights Icon 2Advisory Insights Icon 1

MMI Brand Transformation

Elevating Money Management Institute’s visual identity to new heights.

BRAND DESIGN / TYPOGRAPHY / EVENTS / ADVERTISING / WEB ASSETS
MMI Brand Transformation Thumbnail

The Money Management Institute (MMI) is a non-profit  trade organization representing firms that provide financial advice and investment advisory solutions to investors.

After completing a rebrand in 2022, MMI brought me on as the designer responsible for translating the fresh guidelines to a wide variety of marketing communications, including brochures, web graphics, event collateral, social media posts, and much more.

MMI Brand Transformation Thumbnail 2

Expanding & Refining MMI’s Existing Visual Identity

After reviewing the new brand guidelines, I realized I would need to expand them to cover the large amount of deliverables needed for various teams.

In particular, MMI has a pressing need for sponsorship solicitations and other official documents to help drive revenue for their busy roster of conferences and events. In the past, these documents had been created haphazardly and failed to achieve a unified look and feel. I set out to fix that problem by developing an expanded typographic system.

MMI Brand Guidelines

MMI Brand Guidelines (Credit: Big Idea Advertising)

My Typographic Approach

The system needed to be versatile, attractive, and clean. It needed to represent MMI with the utmost professionalism. It needed to preserve a consistent look and feel and be usable by external partners or agencies in the rare event I was unavailable to work on a particular document. And practically speaking, it needed to help me produce documents optimized for print while also including interactive elements such as the ability to digitally fill and sign forms.

MMI Style Guide (Full) Straight-On ViewMMI Emerging Asset Managers Forum Full View croppedMMI Distribution Leadership Forum First Page ZoomMMI Distribution Leadership Forum Group Packages Angled ViewOpening Doors Golf Classic Program Angled Top HalfMMI Full Year Events Prospectus

Event Graphics and Advertising:
MMI’s Annual Conference

I was responsible for applying the brand to a variety of assets needed for MMI’s conferences and events. As a notable example, I designed stage graphics and advertising for MMI’s Annual Conference, their biggest event of the year. Every October, the event brings in about 600 attendees and generates over $1M in revenue.

In collaboration with event production consultant Colin Babej, I prepared an event wordmark and designed graphics for the main stage. I also designed a back-cover print ad in Barron’s for the MMI/Barron’s Industry Awards, which were awarded at the end of the conference.

Annual Conference WordmarkAnnual Stage Graphics mockup

Before (2018, 2019, 2022)

Annual Stage Graphics 2018 photoAnnual Stage Graphics 2019 photoAnnual Stage Graphics 2022 photo

After (2023)

Annual Stage Graphics photo with crowdAnnual Stage Graphics presenter at podiumAnnual Stage Graphics photo of presenter pointing offstageAnnual Stage Graphics medium shot of presenterAnnual Stage Graphics photo of seated panelAnnual Stage Graphics group photo

MMI Annual Conference 2023 Photographs by Jill Kahn

Before

MMI/Barron's Industry Awards Ad 1 2022

After

MMI/Barron's Industry Awards Ad 2023MMI Barron's Ad Close-up Angled View 2

Other Brand Communications

While working with MMI, I’ve also prepared a variety of graphics for their digital communications, including infographics, banners, thumbnails, social posts, and much more. These graphics include work for the Gateway Foundation, a diversity, equity, and inclusion-focused non-profit owned and operated by MMI.

MMI Strategic Pillars InfographicMMI Webinar HeaderAdvisory Insights Thumbnail 3Advisory Insights Thumbnail 4Advisory Insights Thumbnail 1Advisory Insights Thumbnail 2Opening Doors Golf Classic Championing Sponsor Social PostOpening Doors Impact Night Diversity & Inclusion Pioneer Sponsor (Invesco)Opening Doors Impact Night "Inspire" Graphic