Brand Systems
Example: McKinsey’s flagship sustainability campaign
Role: Creative concept, brand system, 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 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.