McKinsey & Company — scaling a global brand identity
Leading the implementation of a Red Dot Award-winning identity across digital, motion, and campaign content for a global organization.
In 2019, McKinsey & Company launched a comprehensive rebrand developed with Wolff Olins, built around the concept of "high contrast": McKinsey Deep Blue against white, the characterful Bower typeface against clean sans-serif, and a new approach to daata visualization, photography, and motion. My role was not designing the identity itself, but leading how it came to life across the organization's creative output: ensuring consistency, quality, and strategic application across hundreds of digital initiatives, motion content, presentations, and campaign assets produced by a global creative team.
McKinsey's rebrand introduced a complete design system: the updated logo, the Partnership Mark animation, Bower and McKinsey Sans typography, the high-contrast deep blue and white palette, a data visualization system, and a distinctive photography style. My responsibility was ensuring these elements were applied correctly and compellingly across every piece of creative the team produced.
CLIENT
McKinsey & Company
ROLE
Creative Director — Brand Content & Visual Direction / Brand Ambassador
YEAR
2019 - 2025
SCOPE / CONTRIBUTION
Led global implementation of Wolff Olins brand identity across all creative output · Established design governance, review frameworks, and quality standards · Built and mentored a multidisciplinary team of 30+ designers across regions · Directed brand application across presentations, data visualization, motion, and digital content · Delivered 500+ brand-consistent initiatives over six years