BCG Recruiting Campaign
Role: Support Designer | Company: BCG
“Beyond Is Where We Begin” is BCG’s global recruiting campaign that positions curiosity, diversity of thought, and purpose as the starting point for impact. We reimagined how BCG attracts talent driving a 142% increase in engagement over the previous campaign.
Project Description
BCG Design Studios was tasked with developing and scaling a design system for BCG’s global recruiting campaign after the work was transitioned from an external agency. Over six months, the campaign required the creation of a high volume of digital and print deliverables across multiple workstreams, each with varying formats, sizes, imagery, and layout needs. It was essential to stay closely aligned to the design system to ensure brand consistency and creative cohesion, while thoughtfully layering in moments of creativity and surprise to prevent campaign fatigue.
My Role
I was a key contributor to the art direction and design across 24 assigned workstreams, totaling 450 hours, delivering digital and print assets while maintaining strict alignment with the campaign design system and finding opportunities to expand the art of the possible. I collaborated closely with content, strategy, video, project management, and designers at various levels, applying agile ways of working to ensure efficient, high-quality delivery.
Impact
The campaign set a new creative and executional standard for global recruiting at BCG, demonstrating the effectiveness of a scalable design system paired with high-quality, multi-channel deliverables. Within the first 22 days, the campaign drove a 7.6%+ increase in site traffic, while global social posts generated 577K impressions and a 0.87% engagement rate—representing a 142% increase over the previous campaign. The work was recognized with Design Studios’ Project of the Year award and BCG’s Marketing Excellence award.
Interactive PowerPoint
An interactive PowerPoint experience was designed to play before live presentations, providing a dynamic and engaging entry point into the content. Built entirely within PowerPoint using native animation and transition tools, the presentation demonstrated the art of the possible while remaining fully editable and easy to deploy.
Women@BCG Recruiting Brochure:
A 24-page brochure was created for female-focused recruiting events, highlighting the female experience at BCG.
Event Booth
Event booth assets were designed for the opening of BCG’s new Egypt office, creating a cohesive and impactful physical presence aligned with the global recruiting campaign and brand guidelines.
Brand Guidelines
A comprehensive 60-page brand guidelines document was created to define the visual system, usage rules, and creative standards for the global recruiting campaign across all touchpoints.
The People Have Spoken…
“Mallory was fearless in her adoption of Figma. She was often the first to raise her hand to add more design assignments to her plate, and worked diligently to complete her many tasks for timely delivery of files for review and final hand-off to the client each and every time. She is conscientious of time management and will immediately reach out to seek guidance on prioritization so she is managing her work day based on the latest priority. This was especially critical for this project as the priorities changed frequently causing the team to pivot their focus to align with the client's needs.”
- Senior Project Management Specialist
“Thanks so much to the AWESOME Design Studios team who put so much hard work into this BEYOND campaign and were great partners–happy to announce we were awarded a BRUCY award for Marketing Excellence.”
- Global Recruiting Brand Director