BCG Middle East Social Media Design Project

The Middle East (ME) marketing team at BCG approached us with a unique and multifaceted design challenge. They were looking to establish a strong, recognizable, and regionally tailored brand presence on their social media platforms—specifically Instagram and LinkedIn. While BCG's global brand identity is well-established, the ME team needed templates that felt culturally relevant and visually resonant within the context of the Middle East, without deviating from the company's core visual language.

Adding to the complexity, the deliverables had to be fully editable in Microsoft PowerPoint, enabling the internal team to independently update and repurpose the templates as needed—without relying on ongoing design support. This meant striking a delicate balance between sophisticated visual design and user-friendly, non-designer accessibility.

To meet these requirements, we developed a customized design system that carefully adapted BCG’s global brand assets to reflect the aesthetic and cultural character of the ME region. This included:

A complementary icon library of over 150 icons designed to align with regional themes and industry topics.

A collection of 75+ custom illustrations, visually capturing ME-relevant narratives while maintaining brand coherence.

All assets were delivered in PowerPoint format, optimized for ease of use and quick content swaps. The layouts were designed with smart structure, allowing non-designers to intuitively plug in content while staying on-brand.

To ensure a smooth transition and successful adoption, we conducted a comprehensive walkthrough and hands-on workshop with the ME marketing team. This session not only demonstrated how to use the templates effectively but also empowered the team to build new assets confidently moving forward.

The final result was met with enthusiastic client feedback—they appreciated the attention to cultural detail, the usability of the system, and the flexibility it offered. The toolkit is now actively used across their Instagram and LinkedIn channels, helping the team consistently produce professional, branded content that resonates with their regional audience.