My time at BCG was about building a modern, relevant, consistent and empowered brand.

With over 30,000 employees and 100 offices around the world, BCG is one of the top management consultancies in the world.

In a highly competitive landscape, BCG needs a beautiful, well-functioning, ever-changing (yet consistent) brand and marketing.

Between 2020 and 2024 I worked with the team on making that vision a reality across: motion, visual, sound, social media and more.

But let’s start from the beginning…

I started my work for BCG in 2020

Shortly after joining, I was tasked with outlining the Creative Direction and strategy that would align with the pre-existing brand positioning fundaments.

I have created an 80+ page document which is still one of the fundaments guiding the brand’s creative response both for internal work and for work with external creative agencies.

The document covered areas such as:

  • Brand’s Persona

  • Underlying Creative Theme and Creative Drivers

  • Tone of Voice

  • Creative areas for overhaul (2D, Photography)

  • Innovation Creative areas to be developed (3D, sonic, motion)

Our team

My team belongs to the Global Services network which is location-agnostic and mostly concerned with the global BCG affairs:

  • global brand look and feel

  • addressing key campaigns and topics

  • annual publications

  • global media partnerships (NYT, Fortune Magazine, MIT Press etc.)

Within that network, I was responsible for the creative leadership of a specific Design sub-team. The main responsibilities of the team are:

  • Conceptualization for the brand and all connected projects

  • Creative strategy

  • Brand Guidance (internal and external)

  • Creation across Visual, Motion, 3D, Sound (hands-on or creative steer of other teams)

My role

My list of responsibilities has changed over time but below is a top-line synopsis:

  • Driving Creative Direction for the global BCG brand

  • Socializing Creative Direction with stakeholders (e.g. Social Media Directors, Publishing Directors, Website Directors) and senior leadership (Managing Directors/Partners)

  • Innovation and creative overview of key global efforts (e.g setting key paths and working with external agencies/vendors on achieving these)

Scope of work

Our team provides benefits to the internal and external teams. Our work generates value for the global BCG brand through improved brand perception, more effective social media, and improved internal brand and marketing guidance systems.

All this to scale the brand while keeping it: premium, relatable, engaging, and consistent.

In all our work we create solutions that are aligned with, brand Positioning, and core Creative Direction and, built based on the user needs but also provide guidance materials and training.

The areas which we completely overhauled:

  • Photography (Art Direction)

  • Illustration (Art Direction)

  • Color (Digital-first overhaul and expansion/guidance)

  • Data Visualisation (Design/use system/guidance)

  • Icons (Modular creation system/guidance)

Innovation areas introduced since 2020:

  • 3D AI Imagery (Art Direction)

  • Sonic branding (Sonic DNA, core assets packs, guidance for external vendors, software)

  • Motion branding (Motion principles, core assets packs, guidance for external vendors, software)

  • Social Media templates (Design system and guidance)

Want to see some of the work?

There is plenty to choose from: