Visual Storytelling
Example: McKinsey’s client case studies
Role: Creative concept, information design, imagery, and illustration. Partnering with editors to shape each narrative, and using generative AI to create custom artwork.
Challenge
McKinsey's client case studies cover technical, industry-specific stories that risk reading as dense and forgettable to business audiences who tend to skim.
Solution
Created striking, story-specific assets—stock and real imagery, illustrations and animated infographics, including custom AI-assisted artwork—to visually reinforce or explain key concepts for each engagement. These could then be easily adapted from long-form web pages to social and paid formats.
Result
The same approach now carries across a wide range of client engagements and industries, from supply chains with recycled materials to AI and organizational transformations, a reusable approach for guiding the brand and creative content.
A technology company's critical-materials story, adapted from a long-form web page to social carousel.
An investment firm's AI-transformation story, told through custom illustration and generative AI-assisted artwork, from web to social.
An insurance carrier's 3-pronged growth story: an animated web infographic adapted into a social carousel.