Content strategy for the world’s biggest index maker
The Brief
We were engaged as lead content strategists for the full redesign of MSCI.com — the company’s first in over a decade. Partnering with strategists and designers at Work & Co, our goal was to bring order and clarity to MSCI’s vast digital ecosystem, which spanned more than 14,000 URLs of financial content.
The Approach
We began by auditing and classifying every piece of site content — from product pages to 5,000+ editorial articles — to understand what MSCI offered, how it was being presented, and where opportunities lay. We created a new content taxonomy, mapped relationships across the company’s complex product suite, and developed a migration plan that aligned business goals, audience needs, and editorial strategy. Along the way, we led navigation concepting, visualized product structures, and collaborated closely with design and client teams to ensure clarity and consistency.
The Outcome
The result was a single source of content truth — a clear, scalable framework that unified MSCI’s content and positioned the company for long-term growth. Our strategy not only simplified the site’s structure but also sharpened how MSCI communicates its value to diverse global audiences.
