BCG X
Creating an identity for a venture that defies categorization
A bold new team launched and brought to market with bold design
BCG approached us to develop positioning and visual identity for its newly-formed practice BCG X. Bringing together the world’s greatest design, technology, and entrepreneurial talent into a single team, BCG X would build real, working solutions at scale for businesses. In response, we created a sub-brand that would be distinctive while fitting into the BCG brand universe, signaling BCG’s evolution beyond consulting—and the scale of BCG X’s anticipated impact to the market.
+66% growth in the size of BCG X projected by 2028
80-city rollout within one week of launch
Services
- Brand Strategy & Identity
- Brand Positioning & Narrative
- Visual Identity & Design Systems
- Messaging & Voice
Sectors
- Professional & Legal Services
Brand Strategy, Platform and Identity
Our work began with the creation of a brand platform—complete with mission, vision, values, and personality for the BCG X sub-brand. A comprehensive visual identity followed—spanning logomarks, typography, and palette as well as photography and data visualization styles.
Brand Activation
We developed brand guidelines and a versatile set of templates, inspired by a bold, X-shaped aperture motif. These templates included a comprehensive suite of activations spanning social, out-of-home, environmental, and digital.
