A System Built to Scale

Solid. Flexible. Extensible.

Featured project: McKinsey's flagship sustainability campaign, Beyond Why to How

  • Reached 3 million CXOs and senior decision-makers

  • Achieved 30%+ audience penetration among target executives

  • Increased sustainability page traffic by 232%

  • Campaign recognized by the Digiday Content Marketing Awards, Shorty Awards, and MUSE Creative Awards—Reached 3M executives • 30% audience penetration • 232% increase in sustainability page traffic

Role
Creative strategy • Visual system design • Art direction

Overview
Most sustainability campaigns look remarkably alike, making it difficult for organizations to establish a distinctive presence. Partnering with other creatives, I developed a flexible visual system that gave sustainability its own recognizable identity while remaining unmistakably McKinsey.

Centered on bold, unexpected imagery, a transparent blue overlay, and a signature green pixel, the system scaled seamlessly across web, social, events, and paid media. Just as importantly, it was designed for adoption—giving designers across the firm a framework they could apply consistently while adapting it to new content and channels.