DST. Master Complexity.TM


Identifying, clarifying and unifying a complicated technology product offering around a galvanizing brand platform.

A Question of Identity for a Company that has Grown Through Acquisition.

While acquiring many specialized technology companies in complicated financial and healthcare verticals is certainly a growth strategy, it can raise a lot of questions around who you are and what you stand for. We answered those questions by serving up multi-dimensional audiences something they could really wrap their heads around.

The creative platform – Master Complexity – shows how DST Systems helps its clients in the world’s most demanding industries continually stay ahead of and capitalize on the ever-changing customer, business and regulatory requirements.

For launch it was critical to embrace three key audiences: DST Systems employees, current clients and the broader industry. A new, responsive web site, digital and static airport out-of-home, trade-show displays, internal posters and an employee recognition program were all part of this unified brand and product experience.

‘I’ve been working here for almost twenty years. I’ve never been more proud and motivated to be part of DST.’

-DST Systems employee after internal town hall meeting introducing "Master Complexity"



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