McKinsey’s flagship sustainability campaign

Role: Creative strategy, art direction, and design. Collaborating with multidisciplinary teams and partnering with senior leadership from concept through delivery.

Challenge

Sustainability campaigns look remarkably alike. Dominant green, predictable imagery, nothing stands out.

Solution

Built a visual system on bold, unexpected imagery, a transparent blue overlay, and a signature green pixel — unmistakably McKinsey, yet strikingly distinct in the space. Designed for adoption, it scaled across web, social, events, and paid media, giving designers across the firm a consistent framework to build on.

Result

Reached 3 million CXOs and senior decision-makers. Increased sustainability page traffic 232%. Recognized by the Digiday Content Marketing Awards, the Shorty Awards, and the MUSE Creative Awards.