Sandy Tam – Crafting Brand Perfect Over Two Decades
Design and Art Direction, Brand Library Assets and Marketing Strategy
As a creative professional, digital designer, and brand consultant with over 25 years of experience, I have collaborated with top-tier enterprise clients and financial institutions. I am here to bring your brand vision to life.
During my 10-year tenure at Morgan Stanley, I designed over 500 brochures and marketing campaigns, delivering bold visuals and strategic branding to elevate the firm’s presence. I managed the Brand Library, led in-house studio production, and guided APEC teams with design feedback and training, ensuring consistent, high-impact brand experiences.
The Zephyr Group at Morgan Stanley Brochure
I led the design and production of the Zephyr brochure from start to finish under the Personalized Marketing Materials (PMM) brand. It features a flexible, integrated layout with infographics and imagery, showcasing branded marketing messages, a dedicated section for team bios and messages, and consistent Midwest regional imagery, as requested by the FA group. The name “Zephyr” reflects the team’s Colorado origins and history.
Morgan Stanley Insights and Outcomes Biannual Magazine
Partnering with a senior creative, I co-led the design and production of the Insights and Outcomes biannual magazine, a major Morgan Stanley Brand family project, from start to finish. This extensive 50+ page publication features resources, special reports, in-depth discussions on current topics, and company culture insights. Its cover showcases abstract art with a special printing effect. I managed layout design, copy styling, image integration, and finalized the mechanical file for printing, delivering meticulous attention to detail across all aspects of this complex project.
The Insights and Outcomes magazine used varied layout approaches to differentiate sections like resources, current topics, special reports, and conversations. Maintaining a clear design hierarchy was crucial. My role involved refining layouts and styling, ensuring consistent type styles and imagery tone, establishing content hierarchy, and overseeing multiple rounds of updates, print proofs, and the production process.
Global Sports & Entertainment Capabilities Brochure
The Global Sports & Entertainment Brand, launched in 2017, targets professional athletes, entertainers, and artists. I crafted this rebranded capabilities brochure in 2019, featuring an abstract cover and authentic images of sports and entertainment figures. The design clearly communicates to its audience, showcasing the comprehensive offerings and unique capabilities of Global Sports & Entertainment.
The design featured a dynamic image collection for the Global Sports & Entertainment (GSE) brochure, with authentic visuals capturing the energy of professional athletes, entertainers, and artists. The GSE image collection was uniquely chosen to align with the GSE brand’s identity, resonating deeply with its audience and reinforcing the brochure’s premium, industry-specific appeal.
International Wealth Management “Questions to Ask” Brochure
The International Wealth Management (IWM) Brand targets international wealth audiences. I crafted a series of templates and this rebranded ‘Questions to Ask’ brochure, addressing key information and Q&A topics. Featuring rebranded art I created, it includes an abstract cover with circular lines in a saturated tone, using the IWM mid-blue palette throughout. The design distinguishes itself from other Morgan Stanley brands while maintaining consistency with the Brand family materials.
International Wealth Management Jurisdiction Brochures
I designed a set of four Jurisdiction brochures under a dual-branded initiative (KPMG) with International Wealth Management (IWM). Each brochure explored wealth management topics alongside legal and jurisdictional issues for non-U.S. audiences. The interiors aligned with the IWM brand, featuring abstract circular line styling, while the covers highlighted distinct jurisdiction cities—Singapore, China, Taiwan, and Hong Kong—to differentiate each version.
Global Volunteer Month (GVM) Campaign Materials
Global Volunteer Month (GVM) reflected Morgan Stanley’s commitment to community giving. From 2016 to 2021, I designed GVM campaign materials, with the 2020 edition emphasizing awareness and enthusiasm for volunteering. Amid the global pandemic, the 2020 GVM shifted to digital formats, featuring web-based graphics for MSToday, JIVE Week of Kindness, and the 15th anniversary celebration. These materials gained wide visibility on social media.
Morgan Stanley Visual Brand, Library, and Template System
As a principal designer for the Morgan Stanley Brand for over ten years, I significantly shaped the Brand Library and template system. I supported internal studio production and offshore teams in Tokyo, Hong Kong, and Chennai. I traveled to Asia twice to help the APEC team establish their Creative Studio, providing training and on-site support for APEC events at the Tokyo Studio.
The Visual Identity Guidelines are the cornerstone of the Morgan Stanley Brand system. I played a major role in developing the guidelines and led subsequent updates, incorporating new brands and features. They serve as the primary reference for the Brand family, guiding new and expanded brands and products, covering brand philosophy, logos, typography, imagery usage, and more.
Financial Advisor Recruitment Images and Advertising Templates The Financial Advisor Recruitment campaign targeted diverse candidates with a curated image collection and advertising templates. Representing varied backgrounds, including senior professionals for managerial roles, college graduates, and military professionals, the designs effectively appeal to a broad range of potential recruits.
Graystone Consulting Materials Library system
