EY
A "Better" Brand Ambassador
STRATEGY / BRAND / ADVERTISING / DIGITAL
Challenge
Ernst & Young rebranded to EY with a powerful new purpose, 'Building a Better Working World.' This was launched with the development of a core brand idea: 'Better Questions,' which have became the point of entry of all EY creative.
The accompanying visual language required the discipline and creativity to help retain the integrity of the brand strategy across countless lines of business, events, and initiatives on a global scale.
Solution
As Creative Director, I collaborated with global leaders and co-created with agency partners to ensure that every execution demonstrates EY's purpose and their commitment to building confidence in business.
The projects below highlight some of the creative solutions to address the challenges and complexities of the professional services brand's business.
EOY 2019
The Unstoppable Entrepreneurs
The Entrepreneur of the Year Award (EOY) is a series of nationwide eventa held around the world with an annual campaign theme that celebrates the individuals who redefine how we work, live, and play.
'The Unstoppables' idea centers around the ruthless tenacity and unwavering ambition of the greatest entrepeneurs. This was expressed metaphorically using various species of birds, smashing through glass barriers.
EOY 2020
A Boundless Ambition
For an entrepreneur to build something truly remarkable, it takes grit, persistence and a bold sense of ambition that’s free of doubt or fear.
EOY's 'The Unstoppables'theme evolved, with a refreshed visual approach that focused on the human experience, and the passion on display.
If it doesn't exist they build it. If there isn't a plan they'll create one. Where others see the challenges of disruption, they seize the upside.
THE MOLD-BREAKERS
WORLD EOY 2019
Breaking the mold
The boldest entrepreneurs know you don't create growth by honoring the status quo; These special few are the industry mold breakers. The World EOY awards brought together the regional winners in a culminating global event in Monaco.
This theme was brought to life and adapted into various collateral: OOH, digital, and marketing assets to celebrate those who strive to transform our world in the most unexpected ways.
EY ECOSYSTEMS
Orchestrators of Opportunity
EY are leaders in ecosystems — convening the organizations, technology and strategic smarts needed to solve the most complex challenges.
As markets re-engineer and new opportunities arise, EY builds a better working world by creating and curating ecosystems that generate value and transformative growth.
The yellow 'Reframe' device helps shift the perspective on complex challenges, demonstrating the ability to look beyond the business status quo.
REFRAME THE FUTURE
EY ALLIANCES
Friends with capabilities
EY's strategic relationships and alliances help clients collaborate, co-create and innovate to help drive transformation, performance amnd growth.
This campaigjn strategy, paired with the 'Reframe' device, shows the breadth of EY's technology ecosystems, highlighting global alliances with Microsoft, SAP and IBM.
EY NEXUS
Powering frictionless business
EY Nexus is a business transformation platform that accelerates innovation, unlocks value in ecosystems and powers frictionless customer experiences. It allows clients to push the boundaries of new ideas at pace.
The creative solution was to demonstrate how EY reframes the conversation, and removes the friction that's inherently ingrained into the financial services industry.
MICHAEL MACKAY
mmackay86@gmail.com
425 West 50th street
New York, NY10019