Kearney

Rebranding a leading global consulting firm

Project
Role
Client
Agency
Date
Brand Development, Animation
Motion Lead
Kearney
Siegel+Gale
September 2019
Brand — Motion Lead

Kearney launched an all-encompassing rebranding exercise, to evolve and contemporise the look and feel of the Kearney brand (previously A.T. Kearney).

The rebrand spanned two years, and my role was to develop a motion style that paired well with the feel and message of the new branding. A key part to this was exploring how the letterforms (a defining feature of the new branding) could be used as a motion and transition device.

A key part of the motion development was exploring how the letterforms — a defining feature of the brand — could be used as transitions.

Letter Animate In
Letter Animate Out
Letter Transition
Wide to Fullscreen Transition
A component of the new brand involved eliminating stock photography and replacing it with a massive database of photos crowdsourced from all over the company’s offices. The database dynamically feeds in photographs from different offices, and was built to be a living ‘monument’ to the company. The challenge was to take the photos (more than 10,000 taken by their employees) and develop a motion treatment that made the content exist cohesively with the brand. 

This was done by creating a unique set of behaviours for the reveals, transitions, and the companion type. 

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