WEBSITE + BRAND DEVELOPMENT
Moelis & Company, a rapidly growing investment firm, needed a website that reflected its global operation and was flexible enough to expand with the addition of new business units. Broadstreet quickly realized that in addition to just a website, the organization needed to identify and refine itself as a brand. Broadstreet conducted a brand workshop in which a cross section of employees from different business units, geographies, ages and titles participated – from Managing Director to Intern. The two-day workshop included a competitive analysis, employee survey results, and lots of input from the participants. From this workshop, a Mission Statement, Vision, Values, Competitive Differentiator, Tagline and Corporate Identity were created.
These core elements were used to develop a communication strategy for the website. After launching, the site has continued to grow to reflect the expansion of the investment bank and remains a core communication tool for news and information.