McKinsey: Impossible Foods
Bringing a story to life across digital, print and social touchpoints
Overview
I designed this complete digital editorial package for McKinsey & Company.
My role
My duties included layout in Figma for the Sitecore CMS, art direction, PDF layout, newsletter promotion, and social assets.
View the work
Wireframing a Sitecore layout
A high-fidelity wireframe created in Figma (excerpts below) has multiple purposes. It's used to collaborate with editors to achieve the right balance of text and visuals. It also provides the production team with a guide for modules, content, pullquotes and other elements. Separately, I collaborated with the video team to review hero clips and interview segments, suggest edits, and review placements..
Broadening the reach
Our strategy was to provide digital and print versions for each article, which increases engagement by providing formats for users in multiple environments. My PDF layout (excerpts below) of this article provides a twin version of the digital experience. The PDF is linked at the top of the online version, creating synergy between the two.
Newsletter & social
The McKinsey Shortlist newsletter was used to drive traffic to the Impossible Foods piece. I crafted all graphics for McKinsey newsletters including The Shortlist, where this piece was promoted. In addition, I created motion graphics and other assets for McKinsey’s social media platforms.