50,000feet partners with Boston Consulting Group on BCG X division branding

20 February 2023 Consulting.us 2 min. read

50,000feet, a Chicago-based creative agency, supported Boston Consulting Group with the launch of BCG X, its new global technology design and build brand.

BCG X cuts through the brand confusion of several tech-related sub-brands that sprouted as the Big Three strategy firm increasingly focused on digital capabilities in the last decade. The brand integrates BCG Gamma (artificial intelligence and data science services); BCG Platinion (IT implementation); and BCG Digital Ventures (digital-focused incubation and design). The new unit is led by Sylvain Duranton, former head of Gamma.

The larger, integrated unit aims to help clients eliminate pain points with tech partners and vendors as well as actually deliver expected bottom-line results from digital transformation initiatives. The Boston-based strategy firm posits a combined digital strategy, tech build, and design capability helps solve these challenges.

50,000feet partners with Boston Consulting Group on BCG X division branding

BCG X was formally announced in December and comprises nearly 3,000 technologists, scientists, programmers, engineers, and designers across more than 80 cities.

The unit’s offerings include building cutting-edge AI and digital industrial-grade software; using human-centered design to improve customer and employee experience; advising on digital marketing and digital commerce; building and launching standalone and new core businesses; and reinventing business models to drive green/sustainable growth.

50,000feet worked with BCG to create BCG X’s brand platform – drawing on in-depth interviews, strategic audits, and interactive workshops with stakeholders. The ad agency helped shape the unit’s mission, values, vision, and personality to define its positioning within the firm and wider marketplace.

50,000feet designed the BCG X logomark and visual language, including typographic and photographic approaches to palette and data visualization styles.

The company also recently worked with Axiom Consulting Partners on its rebrand to Lotis Blue Consulting.