McCann
McCann Global Website
Overview
I led the design of McCann’s global website and design system as part of a company-wide rebrand aimed at giving the agency a bold, unified, and distinctive voice. The project reimagined McCann’s digital presence as both a showcase of its work and a living expression of its long-standing philosophy, “Truth Well Told.”
Problem
As a global agency focused on building brands for others, McCann’s own digital presence lacked the clarity, consistency, and distinctiveness needed to reflect its scale, creative leadership, and point of view. The existing experience did not fully express the brand’s core belief in truth-telling or provide a cohesive system that could scale across regions and teams worldwide.
Goal
Create a global website and design system that elevates McCann’s brand, reinforces its philosophy of “Truth Well Told,” and provides a flexible, scalable foundation for showcasing work across disciplines, markets, and categories.
Challenges
Designing a global system that could scale across regions, cultures, and content types.
Translating a 100+ year brand philosophy into a modern, digital-first experience.
Balancing editorial storytelling with work showcase and discovery.
Creating a bold, distinctive visual language without overshadowing the work itself.
Introducing an AI-inspired interaction in a way that felt meaningful, not gimmicky.
Supporting ongoing content evolution without requiring constant redesign.
Solution
A bold, scalable global platform that brings McCann’s “Truth Well Told” philosophy to life.
We designed a modular global website anchored by a concept-driven interaction inspired by AI: an ever-present “Truth Bot” that invites users to explore McCann’s work through the lens of “Tell me the truth about…”. By selecting themes such as Inclusion and Identity, visitors are surfaced relevant case studies and work that embody McCann’s values. Supported by a flexible design system, the experience elevates McCann’s digital presence, strengthens its positioning as a creative truth-teller, and provides a scalable platform for showcasing work across the global network.
