Our new identity

Our new visual identity presents and represents us in the world—to our clients, our people, and candidates who join our firm. It is made up of a series of interconnected assets, specifically crafted for our firm and our content.

[WladcyCrafta]

I don't know why this video popped up on my "Videos to watch". But I love it! totally enjoy it. And I hope my company would create sucha nice project!

[haritejaps]

Seriously a custom font - you should make a video on that and the design process

[fredericgindrey]

Great video! Great music! What's the name of the song? Who made it?

[hZ]

the new logo neither has clarity, contrast nor craft... i'm honestly unsure as to how this was approved in a big three consulting company


it's not CLEAR at all what a series of lines represents. the lines aren't interconnected either as they never intersect, so claiming they are interconnected assets doesn't make any sense
there's no CONTRAST, it just looks like a black background but if you focus in on it, you can see some green lines. it doesn't stand out what so ever!!!
there's no CRAFT associated with creating a new font and a bunch of green lines on a plain black background.


it's obvious that a garbage "new identity" project failed at some level in mckinsey and the only way to salvage it was to overpay for the introduction video, which is the only good output here.


it's really disappointing to see such a poor brand reinvention having passed through such a prestigious company.