Visual Storytelling

PROJECT 1

McKinsey Case Studies

A series of flagship digital stories that transformed complex business expertise into engaging editorial experiences for executive audiences.

Role: Led the creative direction and visual storytelling for high-priority McKinsey case studies, shaping how research, editorial content, imagery, animation, and interaction worked together to help readers quickly understand what mattered.

Impact: Developed repeatable storytelling approaches that helped teams create richer editorial experiences, extend stories across channels, and communicate complex ideas with greater clarity and engagement.

The challenge

The challenge wasn't simply to publish exceptional thinking—it was to help people connect with it.

Working alongside editors, researchers, subject matter experts, marketers, developers, and external creative partners, every project required transforming deep expertise into a story that people would understand, trust, and want to keep exploring.

The solution

Build stories, not reports.

Every story deserved more than an attractive hero image.

I developed visual concepts and metaphors that captured each story's central idea, working with photographers, illustrators, and animation partners to create imagery that sparked curiosity while strengthening the editorial narrative.

(Hero concepts, animation, visual explorations)

Distill complexity into clear mental models.

Not every important idea should remain a paragraph.

Working closely with editors and subject matter experts, I looked for opportunities to transform complex concepts into infographics, diagrams, comparison graphics, and interactive elements that distilled the content into simple, memorable mental models.

The same thinking often created natural opportunities to extend stories into social media and other channels without losing clarity or meaning.

(Infographics, flip cards, diagrams, interaction examples)

Design for engagement.

Information hierarchy, pacing, imagery, interaction, and motion all worked together to create experiences that felt approachable rather than overwhelming.

The goal wasn't to simplify the thinking—it was to make it easier for busy executives to absorb, remember, and return to.

(Annotated examples showing pacing, hierarchy, interaction, motion)

(Hero case study)

Find the idea.

The Impact

The storytelling approaches developed for these projects became repeatable patterns that could be adapted across industries, topics, and editorial teams—creating more engaging experiences for readers while giving creative teams a flexible foundation for future stories.

(Gallery of additional case studies)