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


Brand Toolkit
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 the institute.


User Experience
BHI delivers a curated reading experience with cutting edge articles and collections on current topics. Our research showed that our users were short on time, so we created a curated experience with less content focused on higher quality long form articles and topics.


Illustrative Typography
We created a unique system of illustration and art direction for BHI’s editorial experience. The concept was to 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.

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