Thought Process

EDGE wasn’t just a brand launch — it was a space to explore BCG’s thinking across AI, Climate, CX, and more. I focused on how motion could thread these ideas together with clarity and emotion. The visuals needed to strike a balance: structured enough to align with leadership expectations, but expressive enough to inspire curiosity and energy among attendees.

Strategic Approach

I developed a modular motion system based on five thematic “worlds,” each represented through distinct shapes and color palettes. Motion became the glue — helping unify EDGE’s identity across opening videos, digital signage, social teasers, and live moments. Animations were designed to flow seamlessly, suggesting progress, transformation, and interaction.

Creative Thinking

The visual system leaned into vibrant transitions, kinetic typography, and symbolic form changes to represent the constant evolution of ideas. I paid close attention to pacing and tone — using motion to signal key moments and maintain a sense of editorial rhythm. Everything was crafted to feel sophisticated, purposeful, and above all, human.

Outcomes & Impact

The motion identity became central to the EDGE experience — setting the tone from first impression to final keynote. It helped elevate the event’s presence and reinforce BCG’s leadership in innovation. For me, it was a chance to push motion beyond aesthetics — using it as a strategic tool to shape how people felt, understood, and remembered the brand.