// FILE 01 — Brand Strategy & Visual Identity · DC · 2019–Current
McChrystal Group
Building and scaling a brand system over eight years.
Overview
During my time at McChrystal Group, I helped evolve the company’s brand from the ground up—growing from its first Junior Designer into the Brand Design Lead responsible for shaping the visual identity across marketing, digital products, publications, learning experiences, events, and client-facing materials. I partnered closely with executives and cross-functional teams to translate complex leadership concepts into accessible, engaging experiences, while establishing scalable design systems and creative standards that elevated the consistency and quality of the brand. The work spans everything from launching a New York Times bestselling book and reimagining enterprise learning platforms to building marketing campaigns, directing photo and video productions, and creating the design foundation that supports the firm’s continued growth.
Fig. 01 — Brand Guidelines v3.0, cover
Overview
McChrystal Group helps organizations transform how people, process, and technology work together. The brand had to hold two ideas at once — the discipline of a system forged in combat, and the humanity of the teams who put it to work.
As the company’s first Junior Designer, I joined McChrystal Group to support a growing business mission. Over the next eight years, my role evolved into Brand Design Lead, where I helped shape how the company communicates its ideas across every major touchpoint. From executive thought leadership and client deliverables to marketing campaigns, digital products, learning experiences, and internal initiatives, I partnered across the organization to build a brand that could grow alongside the business.
Focus Area:
• Brand Design
• Creative Direction
• Marketing
• Digital Design
• Print & Editorial
• Multimedia
• Design Systems
• Art Direction
The Challenge
McChrystal Group’s work spans leadership consulting, executive education, research, and enterprise transformation. Each initiative required communicating complex ideas to different audiences while maintaining a consistent brand experience.
As the company expanded, design became more than producing assets—it became about creating scalable systems, improving collaboration across teams, and ensuring every touchpoint reinforced the firm’s credibility and expertise.
Inside the System
Fig. 03 — Section opener, “This is McChrystal Group”
Fig. 04 — Primary & secondary color palette
Fig. 05 — Network graphics, look & feel
Fig. 06 — Logo system & lockups
Fig. 07 — Typographic hierarchy
Fig. 08 — Brand in application
My Role
I served as the primary brand design partner across the organization, collaborating with executives, consultants, marketers, developers, and client teams to translate strategy into clear, thoughtful design. Over time, my responsibilities expanded from individual project execution to owning the creative direction and long-term evolution of the brand. This included establishing design standards, improving workflows, mentoring teammates, directing creative productions, and ensuring consistency across an increasingly diverse body of work.
Fig. 02 — 48-page guideline system, contact sheet
Scope of Work
Brand & Marketing
Developed campaigns and brand experiences that supported product launches, thought leadership, recruiting, conferences, and business development.
Examples include:
Marketing campaigns
Email campaigns
Brand evolution
Social media
Sales enablement materials
Google ad campaign
Conference collateral
Presentation design
Publications & Editorial
Designed long-form content that made complex leadership concepts accessible and engaging.
Work included:
Research Reports
Whitepapers
Playbooks
Executive Guides
Workbooks
Insight articles
Thought leadership
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Multimedia
Supported storytelling through visual media across marketing and education.
Projects included:
Video production
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Motion graphics
Animations
Photography direction
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Custom illustrations
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Client Support
Partnered directly with consulting teams to elevate client-facing deliverables without sacrificing clarity or speed.
Deliverables included:
Executive presentations
LD dashboards
Event signage
End of event reports
Workshop printed materials
Templates
Visual models
Custom client graphics
Scaling the brand
One of the most impactful parts of my role wasn’t a single deliverable—it was creating consistency across hundreds of them.
As the organization grew, I helped establish reusable design systems, templates, brand standards, and creative processes that enabled teams to move faster while maintaining a cohesive visual identity. By reducing repeated design decisions and standardizing how work was produced, these systems improved efficiency, strengthened brand recognition, and raised the overall quality of creative output across the company.
Selected Projects
These are a collection of projects that represent the breadth of my work throughout my time at McChrystal Group. Please reach out for any password protected pages.
• On Character — Book Launch & Campaign
• ABI Accelerate — Learning Platform & Program Brand
• Pfizer Edge Leadership Development Video
• Think TAG
• Team of Teams 10 Year Anniversary
• LA County After Action Review Report
• Client Experience Design
• JSOC Simulation
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hi@linathan.design