The Mission by Digital BCG is a new department of the Boston consulting group with a focus on artificial intelligence. For them, we’ve designed a powerful brand that expresses the beginnings of computing, a period of innovation, but also discoveries in space.
The design of The Mission, “Assemble human intelligences for transformation at scale” can be described: A wordmark influenced by Bauhaus minimalism mixed with a planet as a symbol. The activites of this new entity works as separated steps, it is why we proposed a design system who organise these three activities. Cockpit as exploration, Station as experimentation, Shuttle as tangible experiences.
Built around the core values of BCG identity system, we designed a unique symbol whith reference to low tech, bitmaps, coding. A specific colour palette who organise the three activities. In addition we designed a bespoke typeface in few weight to set the necessary wordmarks. Finally, we choosen Henderson Modern as companion typeface, part of bespoke collection we designed for the BCG.
Designed for The Boston Consulting Group.