McKinsey Talks
Client
McKinsey & Company Brazil
McKinsey Talks is a content platform gathering executives from top leading companies and business experts. Each conversation unpacks complexity and multiple insights. The visuals had to work just as hard: recognizably McKinsey, but built to carry weight across radically different themes.
The asterisk
Conrado Sertorio, Creative Expert at McKinsey Brazil, brought us the asterisk as a starting point. That typographic mark does real work: it tells readers to pause, to dig deeper, to expect footnotes and context and the parts of the story that don't fit in headlines. We deconstructed it into five rectangular modules, each piece standing in for a voice, a discipline, a perspective.
McKinsey Talks operates on the intersection—between industries, between conventional wisdom and emerging data, between what we think we know and what the numbers actually say. The modular asterisk becomes a visual mark of that convergence.
Working within Identity
McKinsey's brand gave us non-negotiables: specific typography, that particular electric blue. These weren't obstacles. They were the skeleton we needed to build on.
The question became: how do you stretch a brand's visual vocabulary without snapping it? We kept the anchor points—typeface, color, the overall McKinsey look—and used three-dimensional environments as the expansion joint. They are immersive, tactile, abstract. It introduces motion and space while the familiar elements keep everything grounded.
GenAI in the Room
McKinsey Talks discusses how businesses are actually implementing AI — not the hype, but the practice. So we made AI part of our process.
Generative tools sat in every stage: design exploration, style frames, animation, audio production. Always under our creative direction. AI didn't make decisions — we did. It worked as a force multiplier, making the exploration phase wildly prolific. More directions, more iterations, more visual paths tested. That efficiency freed up energy for what matters most: creative and strategic thinking. It was a real-world stress test of where the technology actually stands.
Many voices, one opening
Covering such diverse subjects demanded more than a single visual approach. The opening embraces that richness — holding space for multiple solutions rather than forcing one definitive answer, and setting the tone for a program built on the convergence of different perspectives. It incorporates this exploratory spirit: different environments, different elements, different ways the asterisk can build and unfold.
That's the work: expanding what a brand can do while keeping what makes it recognizable. It's unmistakably McKinsey, but it moves differently than anything else in their world.
"Trabalhar em conjunto com a Beeld foi excelente. Foram extremamente assertivos nas escolhas conceituais e estéticas, além de demonstrar grande flexibilidade ao incorporar sugestões ao longo do processo. O resultado final superou as expectativas e mostrou um trabalho cuidadoso, colaborativo e de altíssimo nível criativo. Espero ter outras oportunidades de trabalharmos juntos novamente."
