The Boston Consulting Group knew their brand wasn’t reflecting the innovation and creativity that is at the core of this top-tier consultancy firm. But their business wasn’t going to stop for us to rebrand. The overhaul of BCG’s brand required agility and flexibility due to the global organization’s vast size and diverse audience needs.

I was part of a team that rolled out small pilot initiatives, resulting in total brand transformation. We built on our successes over time to establish strong brand principles and build brand consistency. I worked on several major touchpoints over a three-year period.

Role: Senior Designer
Skills: User Experience Design, User Interface Design, Development Oversight

Phased Website Rollout
I worked on iterative website updates following the launch of the new corporate website. I focused on improving user experience with each release, finding better ways to showcase and serve up the content that users were seeking the most. The design challenge was evolving the look, feel, and functionality of the site while building consistency for the brand.

Thought Leadership Prototypes
I designed two content prototypes for BCG: Strategy Traps and Ahead of the Curve. These were experimental microsites that integrated content, design, and digital experience. BCG had not published material in this way before. These design-centric reading experiences paved the way for the dedicated thought leadership platform that BCG launched later, Ideas & Inspiration. See more about Ideas & Inspiration here.

Email as a Business Tool
BCG needed a greater response from this under-leveraged but important channel. I designed an email template system that simplified content and focused on the call-to-action, driving users to BCG.com.

Less is More
My content strategy recommendations made the content-dense emails more digestible and encouraged continued engagement. I also developed a header artwork system that clarified who the email was from, what it was about, and built equity in various practice groups across BCG. Swipe right on the image above to see header systems in use.

Custom Event Branding
I designed the event identity for the 2016 TED@BCG conference in Paris, “To Boldly Transform.” This design challenge served as a model for how to create pre-event, at event, and post-event communications. See more about TED@BCG here.

Qual vs. Quant
Sure, it’s hard to quantify exactly how the BCG brand was transformed by this work. But it was exciting to see a 2x increase in digital engagement, a 3x increase in page views, and a 4x increase in social media traffic following our work with BCG’s digital space.

Created at Carbone Smolan Agency
Creative Direction: Paul Pierson, Kimiyo Nakatsui, Steve Haslip, Matt Hallock

Helen Dear

Contact
hddear@gmail.com

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