Overview
In 2021, SDS was approached by Boston Consulting Group (BCG) to assist with internal rebranding and asset strategy. BCG is one of the globe’s “Big Three” management consulting firms by revenue, servicing clients worldwide from multiple global offices, employing tens of thousands of employees.
As a huge global organisation, their aim was to create and maintain slick design processes and assets in order to make global use as consistent and efficient as possible.
Our design thinking
The client approached us with multiple internal branding challenges including iconography. Used in communications on their websites, documents and all-important pitch decks, their current iconography was discordant and not unified, making it extremely inefficient for their consultants to create effective pitches at speed. We were asked by BCG to design a system for their future iconography that was consistent, repeatable, clear and of course, aesthetically pleasing and true to their brand ethos.
Finished product
We approached the problem holistically, beginning with a grid system, a line weight and stylised rules for combining micro icons with larger icons, which allowed for the 10,000 icon types the company currently uses to cover hundreds of industry use cases. We then created a toolkit and guide to enable every division of the global organisation to create relevant icons in the future.
SDS’ major value to BCG was to slot in immediately and seamlessly into their stretched global design team in order to produce what they needed to a high quality and at speed. We specialise in being on hand to assist busy in-house teams as an auxiliary design firepower whether for short-term projects or longer-term clients. I
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