Boston Consulting Group — Global Rebrand
BCG had hit a revenue ceiling after years of growth. The rebrand was the instrument to get the firm unstuck — modernising a 50-year-old institution without losing the authority that built it. Design leadership working directly with C-suite, proving craft and strategy aren't opposites.
Role
Global Creative Director
Year
2017 – 2019
Focus
Brand Strategy, Visual Identity, Design Systems
Scope
First complete rebrand in BCG's 50-year history. A firm growing slowly for years needed a new chapter. New brand launched 2018, rolled out across 90+ offices in 50 countries. Train-the-trainer program for 500+ designers across 20,000+ employees. Built and led the internal creative team.
Highlights
COP26 summit flagship campaign. Revenue has more than doubled since the rebrand launch — from $6.3B in 2017 to $13.5B today, the firm's sharpest growth chapter in decades.
