Stakeholders from McKinsey were thrilled to see all of their content come to life on a new engaging and structured platform.
McKinsey – Engineering needed a platform that describes the numerous processes and methods they use when advising their clients within the field of Engineering & Construction, in a clear, professional and engaging way.
For this purpose, a sub-site was developed that could handle a wide variety of different types of content including text, data and video.
The huge amount of Content is divided into chapters to avoid information overload. Below are excerpts from some of the chapters that deal with e.g. market trends in the construction sector, and McKinsey’s approach to strategy.
In chapter 3 McKinsey dives into their approach to strategy. Copy is supported with illustrations and whitespace is utilized to counter information overload.
Cost-models are conveyed through charts in a straightforward visual style.
In a fast paced global market, conveying urgency is key when dealing with large international corporations that are set in their ways. Simplicity of design is crucial when communication a delicate message in order to make the client feel secure in adapting new strategies.
McKinsey owns a number of intellectual tools which they utilize when helping their clients make better business decisions.
Video is used to engage the user in a more immersive way. Comdining copy, visuals and video ensures that people of various learning styles are met in the way they process information most efficiently.
In this chapter McKinsey talks about disruption as being key to success in an industry that is set in it's ways. The huge business potential in challenging the old ways is underlined through the use of a more challenging color pallette.
The magenta-themed pallette also ensures variety between the many chapters, while keeping true to the McKinsey brand.
When dealing with these amounts of information, design does a lot of heavy lifting, when striking a balance between variety and consistency. Variety, in order to keep the user engaged, and consistency, in order to stay true to the brand story of McKinsey.
Overview of McKinsey’s global team of experts and how their tools come into play. Creating a personal conection with the user is paramount when dealing with business on this scale.
The personal connection creates authenticity. This is sense authenticity is strengthened through localization of McKinsey's advisors.