Beyond Why to How

McKinsey’s flagship sustainability campaign

Creative strategy, design, and execution for enterprise marketing campaign across paid, social, web, and events, shaping scalable messaging and visual systems that extended McKinsey's brand architecture across channels.

Challenge

Stand out in a sea of green: Most sustainability campaigns look remarkably alike making it difficult for organizations to establish a distinctive, scroll-stopping presence.

Solution

A distinctive, flexible campaign that scaled: Centered on bold, unexpected imagery, a transparent blue overlay, and a signature green pixel, the system broke through the sea of sameness. It scaled seamlessly across web, social, events, and paid media, and enabled designers across the firm to apply the brand consistently while adapting it to new content and channels.

Result

The campaign increased traffic to the sustainability campaign page by 232% to the McKinsey and was recognized by the Digiday Content Marketing Awards, Shorty Awards, and MUSE Creative Awards