Case Study Storytelling
McKinsey’s Flagship Client Stories
Turning dense, technical client stories into compelling visual narratives that engage and inspire.
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 are critical late-stage assets for decision-makers. But their technical, industry-specific stories risked feeling dense and forgettable to busy executives who skim.
Solution
Story-specific visuals that reinforce the key idea at a glance: real and stock photography, custom illustration, animated infographics, and AI-assisted artwork. Every asset was designed to adapt from long-form web pages to social and paid formats.
Result
An approach that scaled across client engagements and industries, from critical-materials supply chains to AI and organizational transformation, and became a reusable model for brand and creative content.
Apple’s critical-materials story, adapted from a long-form web page to social carousel.
Blackstone’s AI-transformation story, told through custom illustration and generative AI-assisted artwork, from web to social.
Allianz’s 3-pronged growth story: an animated web infographic adapted into a social carousel.