McKinsey & Company
Defining a Scalable Social Voice For a Global Legacy Brand

Problem:
McKinsey & Company is the gold standard of global consulting, but their social presence faced a classic legacy hurdle: how do you translate 30-page white papers into 10-second social hooks without losing institutional authority? I was tasked with building the bridge between their rigorous academic standards and the high-velocity demands of the LinkedIn and Instagram algorithms."

THE CHALLENGE
Modernizing a High-Governance Institution

Stagnation:
Dense, academic content created a barrier to organic platform growth.

Brand Risk:
High leadership sensitivity regarding institutional voice and integrity.

Execution Gap:
Creative teams lacked a system to execute without constant oversight.

Governance:
Required a framework to balance platform-native trends with strict rules.

THE STRATEGIC APPROACH
Engineering the "Social-First" Framework

The Pivot:
Transitioned from static reporting to modular, high-velocity storytelling.

Native Framework:
Developed carousel & motion-led templates optimized for the LinkedIn/IG algorithm.

Scale:
Streamlined creative intake to accelerate production speed across global teams.

Autonomy:
Empowered non-designers to produce on-brand assets with zero friction.

Conclusion:

This iterative process led to the 'Social Governance' framework. A set of rules that prioritized McKinsey’s visual heritage while embracing platform-native speed.

THE DESIGN DIRECTION
Defining the Social Governance Framework

Familiarity:

Every carousel opens with “McKinsey Electric Blue”

Accent Colors:

Reserved for secondary slides

Layout:

Consistent logic across content types

LIVE IMPLEMENTATION
Deploying the System at Global Scale

From Modular Templates to Global Campaigns.

I reduced the friction between the editorial strategy and creative output by building a 'Social First' asset library that global teams could deploy instantly.

BUSINESS IMPACT
Driving 43.75% Organic Audience Growth

Growth:
Achieved record-breaking organic reach through performance-led systems. By analyzing top-performing 'Hype Song' patterns and 'Interview' formats, we developed a repeatable content loop. We stopped guessing what worked and started engineering resonance. 

Engagement:
Increased shareability by translating complex insights into native narratives.

Consistency:
Maintained 100% brand governance across all multi-platform campaigns.

Efficiency:
Reduced time-to-market for social assets via modular template architecture.