Case Study Storytelling
Project: McKinsey’s Flagship Client Stories
Turning dense, technical client stories into compelling narratives that engage and inspire.
Role: Creative concept, information design, imagery, and illustration, partnering with editors to shape each narrative and using generative AI to create custom artwork.
Challenge
McKinsey's client case studies cover technical, industry-specific stories that risk reading as technical and complex to business audiences who tend to skim.
Solution
Brought stories to life with authentic imagery, infographics, animations, and interactives that engaged audiences through skimmable narratives highlighting the humanity and key takeaways of each engagement. The designs could be easily adapted to long-form, social, and paid formats.
Result
The same approach now carries across a wide range of client engagements and industries, from supply chains with recycled materials to AI and organizational transformations, and became a reusable model for guiding brand and creative content.
Apple’s critical-materials story, adapted from a long-form web page to social carousel.
Blackstone’s AI-transformation story, told through custom illustration and generative AI-assisted artwork, from web to social.
Allianz’s 3-pronged growth story: an animated web infographic adapted into a social carousel.