After thirteen years, Butterfly had outgrown its own brand, it was considered too playful and no longer reflected the caliber of consultancy they had become. The ambition was to move into the same pitch consideration as the likes of McKinsey, BCG and Accenture, while remaining something those businesses fundamentally aren’t: human. The creative challenge was to premiumize without losing soul.
As Head of Creative I led the project, bringing in Art Director Tom Caslin to execute the visual identity. The concept took its cue from Butterfly’s own name – the idea of exploration and movement through a landscape as a metaphor for growth and transformation – but translated into something restrained and confident rather than literal. The result was a stripped-back identity built for longevity, designed to hold its own in boardrooms while retaining the warmth and optimism that had always been central to Butterfly.al strategic consultancy which operates in London, New York and Paris
Client: Butterfly London
Art Director: Tom Caslin
