McKinsey LatAm

We started designing the brand's new visual system by building on top of the core elements that already exist in the McKinsey identity. Inspired by McKinsey's processes, expertise and constant search for knowledge, we tried to answer the following questions: "How to help our partners to achieve their full potential?" "How to investigate through layers of research and analysis to deliver innovative results?"

With this new identity system we aimed to modernize the brand’s current visual language, creating a mainly typographic identity with low dependency on photography and easily replicable visual elements and effects, with simplicity and impact.

Pharus, 2018

Team

Caio Reis
Patricia Clarkson
Pedro Veneziano




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Caio Reis, 2018