As larger consulting firms leaned into implementation and transformation, L.E.K.—a strategy-first consultancy—was increasingly seen as too niche. With confidentiality limiting its ability to showcase case studies, and without the megaphone of bigger competitors, the firm needed a smarter, more intentional way to stand out.
I led the creative team in developing a new identity system that helped L.E.K. communicate with clarity, precision, and purpose. Working closely with strategy partners, we created a visual expression that brought focus to the firm’s areas of expertise while elevating the value of strategic thinking itself.
The result was a brand that doesn’t try to outshout the competition—it outsmarts them.