WAVE — Brand Motion System (McKinsey & Company)

This work was developed as part of a digital campaign introducing Wave, a platform designed to support large-scale transformation through clarity and momentum. The creative vision centered on establishing a minimal, abstract motion system built around a wave motif, intended to function as a foundational language for brand storytelling across digital touchpoints. The direction prioritized coherence, rhythm, and continuity, enabling communication of purpose and impact without reliance on literal product representation.

Role & Leadership
Creative direction and motion system leadership. I defined the overarching creative vision and motion principles, assembled and guided a multidisciplinary team, and provided strategic and quality oversight throughout the project lifecycle. This included shaping direction at the concept stage, aligning contributors around a shared motion framework, and ensuring consistency, clarity, and brand integrity through delivery.

Creative Direction & Leadership Approach

• Motion Architecture: Established the wave as a core structural device, informing transitions, pacing, and continuity across the piece while avoiding illustrative or decorative animation.

• Narrative Rhythm: Set timing and flow principles to create a composed, intentional progression that supports narrative clarity and sustained engagement.

• Visual Hierarchy: Directed the use of scale, speed, and opacity to guide focus and legibility across digital contexts and viewing conditions.

• Scalability & Governance: Defined guardrails and standards to ensure the system could scale across future assets and teams without degradation of quality.

The motion system was designed as a scalable brand foundation, informing how the WAVE identity extends across presentations, digital experiences, and marketing collateral.