McKinsey recently developed a new visual identity. Anchoring on the idea of ‘high contrast’, the identity embraces the tension between how much the firm has innovated recently – 50% of what they do now didn’t exist 5 years ago – and at the same time reflects how much they have stayed true to their heritage.

McKinsey’s data visualization also embraces tensions: Be true to the rigorous, fact-based approach core to this 90+ year old firm. And be optimum for the modern consumer of business insights. It also must be visually distinctive while simple enough to be used daily by McKinsey’s 30,000 people inspiring action from clients all over the world.

We developed this foundational part of the visual identity. They created a set of data visualization principles that are used by McKinsey consultants, and by designers creating data visualizations that millions of people engage with.

McKinsey has an enviable volume of proprietary data and research. The idea was to empower the firm’s experts who are most familiar with the data by introducing human-centric UX principles that not only translate the data into engaging stories, but also to inspire action in the viewer. Data visualization has always been integral to McKinsey’s client presentations as well as the firm’s published thought leadership. Building on these well-established capabilities, we created a data visualization design system to amplify the ‘high contrast’ concept. And we developed guideline materials to educate colleagues globally, designers and non-designers alike, on optimum data display techniques. The resulting design system is a pillar of McKinsey’s new visual identity. It is designed to amplify the tone, visual qualities, and meaning of the firm’s identity. It is essential to McKinsey colleagues’ ability to share insights and inspire action

We interviewed key stakeholders from different communications disciplines across the firm to understand the opportunities and challenges that the data visualization design system needed to address. We saw the importance data played at a foundational level within the business and the firm’s culture.

With their wealth of data and analysis, McKinsey wanted to elevate their overall approach to communicating insights to their audience using data. We developed a Data Visualization Design System to do just that as part of the firm’s new visual identity. Expressing our data-centric culture remains at the forefront of McKinsey’s identity and forms a key pillar in the communications of our 30,000+ consultants, data researchers and designers.

The system provides a strategy for data design that ensures honest reporting whilst creating insights that are easy to understand, comprehensive, and beautiful to view and interact with on any device, and in any medium.

An important dimension of McKinsey’s reputation in the world is trust and confidence in their insights. Data visualization is a foundational element of that trust.

We elevated the impact of McKinsey’s data visualization by creating an instantly recognizable approach to visual storytelling that gives viewers even more value through clearly communicated and sharper insights.

We developed a Data Visualization Design System to ensure quality, precision, and coherence with all of McKinsey’s communications, throughout the organization. This system is built on three pillars:

*Story: Set out principles of human-centric design to engage our audience and give them maximum “return on attention”. The system helps capture attention and draw our audience in to deeply engage with the content.

*Design: Guidance to educate the system’s users on the best visualization techniques. Our guidelines include best-practice for all audience touchpoints including social media, animation, responsive web, and infographics.

*Format: Using visual storytelling across communication channels and in different media for maximum impact. Our Data Visualization Design System is supported by a several thousand images and graphical icons, all crafted to ensure a consistent visual tone for McKinsey’s communications to maximize Brand impact.

Whether you are a client working with a McKinsey team, flipping through the Firm’s publications in print and online such as the McKinsey Quarterly and the McKinsey Global Institute, you will find high value in the visualization of data and the revealed insights.

The system is being implemented and expanded across the firm’s 100+ offices, 30,000 people and millions of communications per year.

McKinsey’s reputation is driven in large part by publishing and data visualization:

*Publishing quality: 4.8 ranking on Apple iTunes for McKinsey Insights app?

*Thought leadership coverage in key business media around the world ~100% positive

*3x-5x share of voice for thought leadership vs. peer institutions in those business titles

McKinsey’s data visualization design system helps the firm stand out and stand for more in a busy world. As part of our new visual identity, it represents us to our clients, our people, and candidates joining our firm.

“The value of the Data Visualization Design System is in the empowerment of McKinsey’s people and the resulting benefits for McKinsey’s clients and broader audience. This new foundation is enhancing the firm’s culture of deep insight using data visualization. The system is being implemented and expanded across the firm’s 100+ offices, 30,000 people and millions of communications per year.”

Elliot Cravitz, Design Director.

McKinsey’s reputation is driven in large part by publishing and data visualization:

*Publishing quality: 4.8 ranking on Apple iTunes for McKinsey Insights app?

*Thought leadership coverage in key business media around the world ~100% positive

*3x-5x share of voice for thought leadership vs. peer institutions in those business titles