A Newsletter that Proves the Business Value of Design
McKinsey & Company
2021-2022
Content Strategy - Research - Interviewing - Writing - Editing - Video Direction - Art Direction
Results
48% average open rate
5-8% clickthrough rate
Subscriber growth of 400+% in three months
McKinsey Design has been doing transformative, award-winning design work since it was established in 2018. But as a recent addition to the legendary management consultancy McKinsey & Company, it was still relatively unknown—despite having more than 400 of the world’s best designers on staff.
The Re: Design newsletter goes a long way towards changing that. Working closely with McKinsey’s marketing and design team, Protagonist planned, developed, and launched a high-quality, deeply readable newsletter series about design…written for non-designers.
Every issue of Re: Design contains several different content types that work together to create something uniquely engaging:
a heavily researched anchor essay
links to relevant McKinsey content
case studies and quotes from partners and clients
concept sketches from McKinsey’s talented in-house designers
custom illustrations from London-based Human After All
tightly edited interview videos with McKinsey experts
