McKinsey & Company

Mergers and Acquisitions are a key part of McKinsey & Company’s global business offering, but the complexity and longevity of the process made it hard for potential clients to understand. Our key challenge was to make the McKinsey & Company approach appear unique, and more easily understood by CEO level directors of potential merger companies, and in doing so differentiate these companies from their competition. We needed to find a new way for McKinsey & Company to both communicate the process and own it at the same time.

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Our first step was to establish a firm understanding of the proposition and the services provided to clients, and in doing so we got closer to the process and better understood the benefits to customers. From this insight we developed an analogy between the path taken by two companies during a merger and embarking on a journey.

This analogy then informed a series of stories authored by McKinsey & Company partners, each of which went into detail on a different part of the overall process. We utilised visual similes to full advantage to create impact and a consistent theme to each of the twelve specialist areas. The full suite allowed McKinsey & Company to then tailor the most appropriate set of options for any potential client.


  • Research
  • Naming
  • Branding
  • Art Direction
  • Copy Writing
  • Print Materials