Princeton
Admission Viewbook, Princeton University
Role: Creative concept, brand system, art direction, and design. Collaborating with multidisciplinary teams and partnering with senior leadership from concept through delivery.
Role
Creative strategy • Concept development • Art direction
Overview
The viewbook is Princeton's primary admissions publication and one of the university's most important recruiting tools. The previous version felt more informational than invitational. I led the concept, art direction, and execution—directing photography and a small design team while partnering closely with senior editorial staff—to develop a publication that helped prospective students imagine themselves at Princeton, a dynamic place of intellectual and creative exploration. It received a national CASE Award for art direction.
Challenge
Sustainability campaigns all look remarkably alike across the competitor landscape with green as the dominant color and predictable imagery. Nothing stands out.
Solution
Developed a visual system that's bold and distinctive, yet unmistakably McKinsey, using a striking and elegant combination of elements: a signature green pixel, a transparent blue overlay and unexpected imagery and perspective. Designed for adoption, it scaled easily across web, events, paid advertising, and organic social, and gave designers a framework they could flex and extend to serve the different content needs of practices across the firm.
Result
Reached 3 million CXOs and senior decision-makers. Page traffic grew 232% and the campaign won 3 industry awards from Digiday, Shorty, and MUSE.
Campaign’s visual expression at COP30 event
Brand system applied to campaign landing page and social carousel.