Transforming a Century-Old Legacy into a Modern Digital Content Engine
Revitalising a global management consultancy’s quarterly publication through brand evolution, editorial art direction, and social-first storytelling.
The goal
To completely reimagine a 40-year-old quarterly print publication for the world’s first major management consultancy into a living, always-on digital content platform. The objective was to modernise the brand, boost readership and engagement, and better communicate the speed and complexity of business in the age of AI.
The Problem
As a print-first product, the publication was at risk of becoming an afterthought with no strategic digital presence or amplification plan. The challenge was to take dense, high-level management consultancy insights and translate them into engaging, accessible, and modern digital formats that could capture attention on platforms like LinkedIn and Instagram.
The Solution
I worked collaboratively within the design team to build a fresh, future-facing visual identity and digital ecosystem for the brand, rooted in the core concept that makes “the invisible visible.”
My hands-on contributions included:
Motion & Brand Identity: Designed and produced the animated logo, utilising a custom light leak effect and shifting color spectrums to visually mimic light refraction.
Editorial Art Direction: Concepted and created bespoke visual imagery for complex articles, such as a mixed-media collage series blending physical banknotes with digital UI elements for a piece on digital money and fintech trends.
Social-First Creative & Storytelling: Engineered multi-format social campaigns to amplify long-form content. For example, for an article on autonomous airport technology, I designed a carousel where the opening slide was mocked up as an authentic boarding pass, and subsequent slides mirrored airport wayfinding signage to guide the user through the narrative.
The Outcome
The refreshed digital platform successfully transformed a legacy print journal into a high-performance digital engine. The new brand identity, interactive features, and creative social campaigns drove a significant surge in audience engagement, helping position the firm as a modern thought leader in the global consultancy space.