Brand Identity
Visual Identity
Brand Guidelines
Design Systems
Design Direction
Product Design
Social Media
Design strategy
React Development
Web App Development
Component Library Development
AlixPartners, founded in 1981, is a leading global consulting firm with offices in major cities around the world, including New York, London, Tokyo, and Dubai. They specialize in helping businesses successfully address their most complex and critical challenges. Despite working with multiple agencies over the past decade to develop their current logo and brand, AlixPartners struggled with maintaining brand consistency across 3000 employees and 25 offices worldwide. They approached us with a vision of creating a brand world filled with dynamic, bold geometric shapes inspired by the angular design of their symbol and the letter "A." However, they needed guidance on building out this idea and making it understandable and usable for their employees, regardless of their design expertise.
Bodkin tackled the challenge by addressing the global array of digital and physical materials and creating a set of rules to help employees utilize the new visual language effectively. We began by establishing the designs for this "dynamic geometry" and the principles that guide it. We then designed and built a web application to generate infinite variations of these geometric compositions, giving users simple and easy-to-use controls to customize appearances, change camera views, and export their compositions. This tool empowered every employee at AlixPartners to generate on-brand imagery that felt unmistakably "AlixPartners."
From there, we expanded the UI design into a comprehensive digital design system, applying the principles and rules we conceived to a wide array of digital and physical brand materials. We developed an extensive set of brand and identity guidelines to distribute throughout the company, providing clear rules and a structured approach to creating materials and using the tools we developed. These guidelines are already helping AlixPartners build the cohesive, professional brand they needed, presenting themselves with a look as polished and credible as their services.
Through a combination of responsive grid design and various prescribed methods for using the "Dynamic Geometry" visual language, compositions can be easily created that are always on-brand yet still feel unique and interesting. Whether the requirement includes photography, varying levels of color, or different depths, we devised a flexible system that accommodates a broad range of needs.
Here is an example of the tool in action. Users can effortlessly create and customize infinite compositions, then export them in their preferred file format for use across presentations, report covers, social media, and more. The tool was developed using Next.js, React, and Three.js, with all UI elements crafted from a custom component library and design system. The app’s state is managed within the URL, allowing users to easily share their favorite compositions with colleagues or bookmark them for future reference.
Bodkin was also tasked with developing a unique concept and visual language for the AlixPartners Annual Disruption Index. We designed an extensive set of static and animated particle systems to be featured across all conference materials. These particles symbolized change, evolution, and disruption, perfectly encapsulating the dynamic nature of the index.
Brand Identity, Visual Identity, UI/UX Design, Product Design, Website Design, Design System, Design Direction, Brand Implementation, Product Strategy, Research and Insight
