Integrated campaigns

McKinsey’s flagship sustainability campaign

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

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. 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

Campaign landing page