Cynthia Kittler Illustrator

ABOUT

Illustrations for PA's six 'Global Shifts' webpages which were then repurposed into collages for our Annual 'Ingenuity' Review. Our in-house Marketing & Design Studio commissioned original illustrations from Cynthia Kittler. With Cynthia's permission, we then repurposed them for our Annual Review and its integrated launch campaign.

1. Overview/Brief/Challenges
PA Consulting (PA) is the only organisation offering end-to-end innovation. It not only accelerates new growth ideas from concept, through design, development, and to commercial success. It also revitalises organisations, building the leadership, culture, systems and processes to make innovation a reality. With over 4,000 experts, including strategists, innovators, designers, consultants, digital experts, scientists, engineers, and technologists, PA brings breakthrough technologies and innovative thinking to diverse sectors such as consumer and manufacturing, defence and security, energy and utilities, financial services, government and public services, health and life sciences, and transport.

Ingenuity Review 2022. PA's annual review looks back over the year. It is also used throughout the following 12 months as a sales tool for client interactions, and as a window on PA's work and culture for prospective new joiners.
• Each year, the challenge is to outdo the previous year's design.
• The design must work for digital (website and social media) and print.
• A theme given to us is often revised completely midway through the project, in response to global events — as was the case this year.
• The front section deals with our work.
• The end section deals with our culture.
• The project comes with a great deal of scrutiny, as this product is promoted by PA to our most valued clients.

2. Strategy/Process
PA's internal Design Studio consists of a team of 17 people. We work autonomously and in small teams, encouraging our designers to learn all aspects of project management, and client-facing communication and presentation. The Ingenuity Review is a chance for a few designers to work together, to exchange ideas and utilise each other's strengths. It's a great way for designers to push out of their comfort zones and frequently leads to surprising results — often engendering a new perspective on old habits.

This project was no exception: "it's great to watch the team bounce ideas around, and through the process of working together, find themselves designing in new and unfamiliar territories: A joint effort to create a mood board, out of which came an original idea for collage from Jon Ashby, brought to life by Selina Akram, and reconstituted into a grid format and then serialised into multiple collage artworks by Marcel Bittencourt, finally, back to Jon Ashby for animation. Perfect."

3 Outcomes/Results
PA's purpose statement is 'We believe in the power of innovation to build a positive human future'. This is a point of difference for the brand that is embedded in the culture — and frequently the reason people give for choosing to work at PA over one of our competitors. It felt right therefore to create an illustration style that conveys a human touch as well as the diversity of thought and experience that we celebrate at PA.

In 2022, PA’s in-house Design Studio were tasked with refreshing PA’s visual identity, and simultaneously, the Digital Marketing team embarked on a transformation of PA’s website with the help of brand and digital product agency, Area17.

From the outset, Design Studio wanted to incorporate more illustration into the system. Our first commission was for a series of six key pages on the new website that dealt with ‘global shifts’ that PA see as central to their vision for a positive human future: Empowered consumers; Healthier humans; Future organisations; Business for better; Safer societies; Sustainable world.

Cynthia Kittler's hand-drawn style felt like the perfect complement for this project. Cynthia inks her sketches by hand, then adds colour digitally. For this project she used our primary colour palette.

In re-telling this story for the Ingenuity Review, we wanted to reuse the illustrations, but didn't want to dilute the existing pages by repeating ourselves literally. Our solution was to develop collages to represent the broader year in review, and integrate elements from the original illustrations among other highlights from the year.

MADEIT CREDITS

  • Andrew TaylorGlobal Head of Brand
  • Area17Website Transformation Partner
  • Jo ScarlettChief Marketing Officer
  • Lee RobinsonGlobal Head of Digital Marketing
  • Louise NaqviCorporate Communications Manager
  • Megan DaniherSenior Digital Experience Manager
  • Michael ScharffGlobal Head of Communications
  • Nicole PugsonSenior Marketing Transformation Manager
  • Pepper DigitalIngenuity Review Webpage Development
  • * Bill CameronHead of Design Studio
  • * Jon AshbyFreelance Creative Lead
  • * AndrewHead of Creative
  • * Marcel BittencourtSenior Brand Design Lead
  • * Tom BovingdonTL Lead
  • * Selina AkramDesign
  • * Cynthia KittlerIllustrator
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