BCG X
Build tomorrow.
Continuing our partnership with one of the world’s most preeminent management consulting firms, 50,000feet helped BCG position and launch BCG X, its global tech build and design brand. Building end-to-end partnerships with clients, BCG X advances BCG’s deep industry and functional expertise to help organizations define, build and commercialize their next big ideas.
Insights
BCG needed to unify disparate tech teams and priorities spread across the organization under a single sub-brand umbrella to position itself as a world-class, cross-functional powerhouse with the ability to attract and retain top-tier clients and talent. Together, BCG and 50,000feet envisioned a sub-brand that is distinctive while fitting into the BCG brand universe, signaling BCG’s evolution beyond consulting, its integrated build capabilities and scale of impact to the market.
Idea
Through a series of in-depth interviews, strategic audits and interactive workshops with BCG global stakeholders, 50,000feet developed a strategic brand platform, introducing core brand elements of the BCG X story which includes its mission, vision, values and personality to align the sub-brand’s positioning and differentiation within the firm and in the marketplace. 50,000feet then developed a comprehensive visual identity to express BCG X’s bold and futuristic vision.
Impact
50,000feet helped BCG X bring multiple disciplines and client-facing groups, including BCG GAMMA, BCG Platinion and BCG Digital Ventures, into a cohesive collective to communicate a focused story to clients and talent. This move helps bring more consistency to the BCG ecosystem, create a unified team culture and set the stage for rapid growth.
Brand Identity
50,000feet created the BCG X logomark and defined a comprehensive visual language, spanning typographic and photographic approaches to palette and data visualization styles.
As part of the global brand toolkit, 50,000feet activated interpretative brand graphics to turn the X mark into a modern canvas for the representation of BCG X’s ideas and ambitions and provide a platform upon which BCG can build and grow.
To align the expression of the visual identity, 50,000feet developed brand guidelines and templates to use across digital platforms and communication channels.
Brand Activation
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