BCG Henderson Institute
The Boston Consulting Group has published compelling thought leadership for over 50 years. They came to CSA looking to bring that tradition to a digitally native audience. I led the team on the visual identity system, visual design and art direction of the site. I also assisted in the design of the article reading user experience.
Client: Boston Consulting Group
Agency: Carbone Smolan Agency
Role: Design Director
In order to create a place where users looking for thought leadership could be inspired, we created a unique brand toolkit just for BHI. Featuring a unique symbol, a new custom slab serif font and an illustration style that is unique to BHI.
BHI delivers a curated reading experience with cutting edge articles and collections on current topics. Since our research showed that our users were short on time, we created less content that was focused on higher quality long form articles and topics.
We created a unique system of illustration and art direction for BHI’s editorial experience. The concept was the create art from the headlines of each thought leadership piece, transforming each headline into a provocative visual. We created a roster of talent to bring the concept to life. Working with typographers like Sarp Sözdinler, Craig Ward and André Beato.