Global Help Desk
Designed to be clear.
Branding for McKinsey’s Global Help Desk (GHD), designed to make internal IT support feel clear, approachable, and easy to navigate. The system spans logo, visual identity, illustration, and digital applications, all built to simplify complex services into something intuitive and human.
Built a brand system from the ground up
Defined a clear, approachable visual language
Designed for simple, direct communication
The Challenge
Internal IT systems are often complex and fragmented. GHD needed a unified identity that could support multiple services while making support feel accessible, efficient, and easy to understand.
Shaping the system.
Two directions were developed to explore how the brand could balance clarity and approachability.
Direction A
More expressive, conversational
Direction B
Clear, structured, and scalable
This final direction builds on the second approach, emphasizing clarity, structure, and ease of use.
A system that responds.
The identity is built around clarity and reduction. A minimal palette, strong typography, and generous white space create a system that prioritizes readability and ease of use, while subtle visual elements introduce warmth without adding noise.
The GHD logo reinforces this approach, with a custom wordmark that balances a friendly, professional tone. The underscore acts as a prompt, signaling that support is always ready to follow.
Designed
to scale.
The system extends across digital platforms, supporting onboarding, support flows, and communication tools. A consistent framework ensures the experience feels cohesive, no matter where or how users interact with it.
In the real world.
The brand comes to life across physical spaces, from reception areas to kiosks and signage. The same clarity and simplicity carry through, making it easy for people to find what they need, wherever they are.
Designed for use.
From boxes to manuals to cable labels, every element is designed to be clear and easy to navigate. Simple, direct communication helps users quickly understand what they have and how to use it.
The outcome.
A streamlined identity that makes IT support easier to understand and navigate. By reducing visual complexity and focusing on clarity, the system helps users quickly find what they need while maintaining a consistent and professional brand experience.
A system designed to get out of the way, so people can get what they need, fast.