Design Consulting at Doblin by Deloitte

Doblin is an innovation and design firm recently acquired by global consultancy Deloitte. Doblin is tight-knit, but attracts large clients with high-level design problems. Doblin has three general areas of practice: design, business, and insights, allowing for teams with expertise in each of those fields.

Design x Business Consulting, User Research, Communication Design | Chicago, Summer 2017

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My project had me engaging with high-level business personnel and crafting a story that resonated with their values.

In my primary project, I collaborated with client relations personnel and researchers on an internal project, pitching to Deloitte c-suite members future ways of engaging with clients. Our team was given an existing strategy by a Deloitte business team and tasked with elaborating the narrative and making the content more compelling.

My role included: assisting interviews of Deloitte account managers, developing a visual language and narrative, and making deliverables (visuals and copy). We showed the materials I created to high-level business personnel, and their reactions guided our direction.

 

I saw my questions as proof of curiosity, not incompetence.

The foreign nature of the topic and high stakes of the audience was daunting at first, but I embraced my spirit of being a newcomer as an asset to pose new ideas. After all, this is one of the first times Doblin's project deliverables were in this form; they've often been slide decks or pdfs!

 

My final deliverables include use case illustrations, a concept video, and a micro-site to house all the content.

 
 

I created a visual language that was
playful, yet professional

With the goal of "wow-ing" our audience in mind, I created a visual language that was approachable and playful, yet mature and professional. I paired Chaparral Pro with Freight Sans Pro to achieve this balance. My color palette was built off Deloitte's current brand colors, making some softer and some more energetic.

 
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I learned how design applies in the consulting and business world.

In recent years, the concept of the T-shaped person has gained popularity, with CMU's School of Design shifting its curriculum to allow students more choice in which direction we want to develop.

My time at Doblin taught me what it means to be a designer as the top of the T, and design for more systemic level change. At this level, what we're selling is not the design, but the ideas to people in decision-making power. There remains the theme, as a communication designer, of knowing how to tell a story, but there's a need to be efficient with how we produce materials.

 

It's humbling to realize that sometimes
the best thing to contribute is our
patience and support.

I actually consider strategy and high-level direction my strengths, but my project, with such a high stakes audience, needed more senior members to handle those steps. That's why I took on the role of a visual designer, so that even though what I was contributing wasn't my strength at the time, I was contributing what the team most needed. Despite having little direction, I persisted in working towards an appropriate visual language.