About BCG
Boston Consulting Group (BCG) is a global consulting firm that partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities.
Corporate brand strategist
I served as a global brand strategist for BCG’s corporate brands, focusing on brand architecture, identity, messaging, narrative, and positioning. View samples of messaging work below.
Global holiday greeting creative direction and messaging
During a period of global unrest, I crafted strategic messaging for a warm, elegant holiday greeting for communities in good spirits, while creating another option that achieves a more serious tone for those experiencing distress. I also worked alongside creative partners to provide art direction and ensure the sonic and visual systems aligned with overall brand identity. Accounting for cultural and seasonal differences, these greetings were shared worldwide with clients representing $12.3B in annual revenue.
Program repositioning and messaging framework
Working as a brand strategy partner across internal teams, I created a universal messaging concept to reposition the firm’s global alumni program. The new messaging conveyed the value of the program and its many initiatives to both internal and external audiences, including 30k+ alumni across the globe. The exercise included conducting an insights workshop, constructing a messaging framework, and providing creative direction for visual systems.
From here, anywhere.
"Drawing diverse talent that transcends borders, BCG is built on boundless thinking and soaring ambitions. As BCGers pursue passions beyond the firm, their unique perspectives persist, propelling communities and businesses towards a better future.
The BCG | Alumni community is a collective of these collaborators, offering unmatched access to this brain trust through career services, events, learning, and mentoring. Alongside this exclusive network comes the promise of possibility as we seek to open opportunities and unlock potential – whether at BCG or elsewhere. Because from here, anywhere."
High-profile brand and creative guidelines
I wrote the copy and built the digital toolkit for the firm’s innovative visual identify system for COP28, the United Nations (UN) climate change conference in the United Arab Emirates (UAE).
With the firm serving as the exclusive consulting partner to the COP28 Presidency, this identity was featured prominently on the company’s homepage, in COP28-related media, and across social platforms. Shared widely by the firm’s CEO and Global Chair on LinkedIn, the creative system required these high-visibility guidelines to underscore the firm’s positioning as a forward-thinking leader in climate and sustainability.
Additional brands beyond healthcare include
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