Embrace Boldly

BCG’s Bay Area office is evolving rapidly to balance innovative business solutions with sustainable ways of working. Design Studios was engaged to develop messaging that reflects Bay Area’s ambitious vision for the future.

Before we could develop messaging and build supporting visuals, we needed to connect with the people of Bay Area. We conducted 16 stakeholder interviews, facilitated 2 workshops, and synthesized hundreds of insights to understand Bay Area’s current identity.

Vision

Our in-depth synthesis led to a clear vision for Bay Area’s next chapter.

1. We will proudly embrace one another

2. We will embrace a balanced, sustainable way of work

3. We will embrace a world of imperfection

4. We will embrace a sense of heroism and humility in our work

Who we are

We are proud

We have immense pride in our profession. We are at the forefront of innovation and we have carved out a place for ourselves in an ultra-competitive environment.

We are ambitious

We are always searching for more. We are hungry for growth and learning opportunities and we aren’t afraid to put in the work to succeed.

We are visionary

We are drawn to the opportunity to achieve the extraordinary. We create impact for our clients, for each other and celebrate both.

Digital Signage

After defining the Bay Area’s vision and identity, we crafted visuals using bright colors and expressive line work that showcases the office’s vibrant energy and diversity. This approach is human-centric without showcasing real people due to the ever-changing nature of the Bay Area office.

We developed a color palette that simultaneously draws from the Bay Area landscape and subtly features BCG’s brand colors. Prominent neighborhoods within the Bay Area are highlighted through our color selections and hand-drawn details within the compositions.

Badges

As BCG continues to grow in a remote environment, there will be many new and unfamiliar faces when it’s time to return to the office. We have created name badges that allow each individual to select a design based on a vision statement. These badges will provide a pop of color and help people in the office make new and meaningful connections.