Editorial Design
Client stories
A series of flagship digital stories that transformed complex business expertise into engaging editorial experiences for executive audiences.
Role: Led the creative direction and visual storytelling for high-priority McKinsey case studies, shaping how research, editorial content, imagery, animation, and interaction worked together to help readers quickly understand what mattered.
Impact: Developed repeatable storytelling approaches that helped teams create richer editorial experiences, extend stories across channels, and communicate complex ideas with greater clarity and engagement.
Challenge
The challenge wasn't simply to publish exceptional thinking—it was to help people connect with it.
Working alongside editors, researchers, subject matter experts, marketers, developers, and external creative partners, every project required transforming deep expertise into a story that people would understand, trust, and want to keep exploring.
Solution
Build stories, not reports.
Scannability for layered engagement. Make the connection and the answers to their questions stand out in a transparent, easy to digest and trust building way with hierarchy, the length of content and carefully chosen wording. (Headings+subheads)
Even if scanning, the audience will get the big picture and leave with a clear understanding of the issue, the solve, and the impact. Headers frame the section content while well-placed subheads reveal the key parts of the story allowing the audience to scan quickly and dive into the details if they feel relevant.
Distill complexity into clear mental models.(infographics)
Not every important idea should remain a paragraph.
Working closely with editors and subject matter experts, I looked for opportunities to transform complex concepts into infographics, diagrams, comparison graphics, and interactive elements that distilled the content into simple, memorable mental models.
Design for authenticity.
Imagery, quotes
Making it human, real, and relatable