~1:37 "We had to reflect our heritage but also express it in a modern way ." ~1:51 "When you hear these criteria, they're not all in sync. There's some tension between them. For example, between the old and the new, the heritage and the modernity. So we decided to embrace this tension, make this contrast ours, and made the idea of high contrast become a guiding star for our work."
McKinsey has also designed a proprietary form of depravity unique to the company. A secret sauce of sorts which allows McKinsey to subvert human rights in favor of corporate profits.
The transformation is crystal clear.
~1:37 "We had to reflect our heritage but also express it in a modern way ."
~1:51 "When you hear these criteria, they're not all in sync. There's some tension between them. For example, between the old and the new, the heritage and the modernity. So we decided to embrace this tension, make this contrast ours, and made the idea of high contrast become a guiding star for our work."
Who composed the music used in the new branding? - very compelling!
McKinsey has also designed a proprietary form of depravity unique to the company. A secret sauce of sorts which allows McKinsey to subvert human rights in favor of corporate profits.
0:52 chipped nail polish ... Sorry, in production, can't help it. Surprised this passed to the final product.
.....like painting lipstick on pigs.