What started as a request for brand tools development grew into something larger. With a firm date set for the 2024 global brand launch, Moody’s had to significantly accelerate delivery while continuing to support day-to-day business. The expertise existed in-house, but the combined volume and pace of the work made external support essential to meeting the launch deadline.
TenTen turned Moody's refreshed identity into a scalable set of brand tools that teams across every region could pick up and use.
TenTen stood up a dedicated brand studio to convert Moody's materials at scale, running implementation in parallel with tool development.
Moody's brand implementation project shows how a global risk assessment leader converted nearly 5,000 branded assets and cut implementation time by 84% by building a scalable brand tools system rather than converting materials one by one.
Following initial brand development work with Interbrand, Moody's needed to bring a refreshed identity to life across a global organization, and the scale of the challenge quickly outpaced what an internal team could absorb:
With the tool foundation in place, TenTen assembled a specialized 16-person studio team within two weeks and ran development and implementation in parallel, rather than the traditional sequential handoff:
This is what a brand implementation plan looks like when it's built for scale rather than for a single campaign: the tools and the rollout inform each other instead of happening in sequence.
Brand tools are the templates, systems, and structured assets that let an organization apply a new identity consistently without recreating decisions on every single touchpoint. For Moody's, this meant translating a strategic identity into something teams across every region could actually pick up and use.
TenTen was originally engaged to build that foundation. But partway in, it became clear that separating tool development from implementation was the slower path, not the safer one. So the two workstreams merged:
This is the part worth expanding on, because it's the actual mechanism behind every downstream result: once the templates existed and were validated against real use cases, converting the next asset stopped being custom work, it became application.
Most rebrand timelines and rebrand costs balloon for the same reason: teams treat every asset as a one-off. Moody's shows the alternative. When brand tools are built as infrastructure rather than a deliverable, implementation stops being the bottleneck and becomes the thing that makes a rebrand actually reach the organization, at a fraction of the time and cost.
60% increase
in conversion
efficiency
The result of asset triage, common design solves, and templates
84% reduction
in brand
activation time
Investment and activation methodology accelerated time to market
2.7K+ hours
in additional
capacity
Scaling internal team with the Studio to accelerate brand activation
74+ templates
to reduce
4.8k assets
Realized efficiencies with additional template creation for internal team
$4.08MM saved
through scaled
Studio model
Realized by providing business partners with self-serve templates
We help organizations build brand tools that make implementation faster and more cost-effective.
Let's connect