MSCI ~ Orange Propeller
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Transformation into a Thought Leadership Organization.

Metals Service Center Institute is a brand that is over 100 years strong. Our work was to honor this history and transform MSCI from a steel industry association into a thought leadership organization for the metals industry as a whole. Working closely with the entire staff, we refreshed the brand into a vibrant force for the new millennium—moving from images of metal to spotlighting people and ideas that move manufacturing and the metals industry forward.

New, faster delivery of ideas and current information like MSCI EDGE were also developed to appeal to new voices moving up through the industry.




branding, identity, website, event graphics, collateral, advertising