MFMS Group
Trusted Advisor for Generations
Building a family office group into a global mega-brand
International
Family Office
Financial Services
Portfolio Management
MFMS Group is a privately owned international group operating in 10 jurisdictions. Formerly known as Moore Family Office Group, they had spent more than 75 years building a multi-jurisdictional professional services group serving international families and global businesses. But as it grew in scale, so did the complexity.
We undertook a strategic review which identified a core challenge: the group’s constituent firms were bound by common clients who already viewed them as a single entity, yet there was no unified identity to reflect this. The group lacked a clear external presence, and an imminent organisational restructuring gave rise to the need for fresh thinking.
Underscore was brought in to address this head-on. Working from a clear strategic foundation, we developed a new brand identity for what would become MFMS Group, uniting the “Moore Family” and “Moore Stephens” heritage under a single, coherent name and visual language. The rebrand gave the group a shared platform to communicate its values, strengthen collaboration across borders, and present one connected identity to clients and new talent alike.
After a successful international brand relaunch, MFMS Group continues to develop its global business by concentrating on international families and global corporate clients, with over 400 staff members and $60M in fees under management.
Services
Brand Identity
Brand Naming
Brand Strategy
Corporate Change
Presentations
Social Media
Story Crafting
Video
Website Design
Sectors
Corporate
International
“MFMS” is a combination of Moore Family and Moore Stephens. The group brand brings their history together, uniting over 75 years of shared values and experience under one identity.
We created a multi-site digital solution to house their group offices that operate across 10 global locations.
The websites showcase how MFMS Group provides increased opportunities, better value and wider experience for their clients and employees.
We helped MFMS Group to define their strategic direction and create close alignment across their multiple firms and jurisdictions.
An internal and external launch announced MFMS Group’s shared vision for long-term value, ensuring trusted relationships and ongoing client support were priorities for all personnel.
Their digital presence promotes alignment in purpose, unity in identity, and commitment to building lasting value across generations and borders.
The brand delivers greater collaboration between offices, better access to group resources and more opportunities in new locations and sectors.
Our bespoke presentations celebrate the individuality and unique strengths of each MFMS Group firm.
The MFMS Group is about connections that create real opportunities and benefits. It’s more than a name and a logo.
“A clearer identity, stronger collective voice, and collective shared vision marks a new chapter for our group. Thank you Underscore.”
Francis Moore
Director, MFMS Group
Ready to create the next big thing?
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