McKinsey & Company: High-Impact Presentation
Pitching a product without all the industry jargon
Some organizations develop their own language to describe what they do — language that makes perfect sense internally but becomes harder to follow when you’re trying to reach a new audience.
McKinsey & Company was preparing to launch a multi-faceted product, but the existing marketing materials made it difficult for potential adopters to understand what it was, what it offered, and why they should care. We spent several months getting up to speed, reviewing more than a dozen existing marketing tools and working closely with internal stakeholders to rethink both the content and the way it was presented.
We rewrote and reorganized the messaging to make the product’s features, benefits, and deliverables easier to understand, then turned dense sections of information into infographics and data visualizations that could communicate more quickly and effectively.
The final launch included a refined set of presentations, one-pagers, and case studies, all designed within McKinsey’s established brand guidelines.
