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Our voice is core to how we show up in the world, influence change, and champion true light. Like the rest of our brand identity, it springs from our purpose principles.
We value lyrical resonance, edit meticulously, and focus on clarity for global audiences.
Our company was born in 1995, and ever since we’ve been the pioneers of purpose: the avant-garde, trailblazing, visionaries who are still just getting started on our journey of following our own North Star.
With three decades of purpose-driven, culture-shifting work behind us, we’re still — always — looking forward.
Our company is a 29-year-old creative consultancy with a proactive approach.
We keep our messages simple, short, and jargon- and cliché-free to ensure the light shines through.
You’ve taken steps toward circularity but they’re not enough.
You’ve taken bold steps toward circularity — and there’s still more to do.
Your leadership in circularity, is a beacon for the world.
We express divergent thinking, engage with empathy, and take care to use inclusive language.
Despite foreseen challenges, it is imperative to improve next quarter’s earnings. Our scope will enable success.
This work can be hard, but it’s work worth doing, and you’re not in it alone.
Even when this work can feel like such a headache, we’re here with our aspirin and pep talks to get you to that finish line.
We tell informative, evocative stories through creative connections and intellectual play.
You do really big things for the world, and you keep getting better.
Like the service you provide, your impact reaches beyond borders and barriers. Your potential does, too.
Your fiscal footprint on global society is immeasurable; furthermore, you continue to advance.
We use paradigm shifts and plot twists to illuminate insights and inspire possibilities.
There is an opportunity for more sustainable revenue streams, which could benefit multiple stakeholders.
Your brand was born from a revolutionary idea. A century later, this is a chance to take up that torch once more.
Pursuing sustainability is your destiny. You alone can lead humankind to the only path that will save it.
Too often, organizations focus on strategic planning and delivery. Though this is critical, the story can’t be ignored. Stories are the antidote to small talk and the catalysts of great movements. They’re how we bridge the distance between souls and transcend the millennia between civilizations. They form our lives, shape our species, and bring meaning to existence. Sure, an argument can make a sale, but nothing has the staying power of a good story.
BCG BrightHouse-published Shoot the Moon article
2023
First, we excavate, gathering input through rigorous research, destiny sessions, and interviews from the top floor to the shop floor. By the end of the process, we know you better than you know yourself.
BCG BrightHouse pitch deck
2022
Through impactful concepts and compelling stories, we harness the power of creativity to inspire stakeholders and enable them to act. Because emotions are humanity’s strongest engine, we prioritize talking to the heart and to the guts.
BCG BrightHouse Paris pitch deck
2022
Active voice is when the subject does the action. It’s almost always the stronger sentence construction. (E.g., “Emily proofed the deck,” not “The deck was proofed by Emily.”) Use it.
*We no longer capitalize purpose, mission, vision, values, thinkers, ideation, or pretty much anything we used to.
Contractions are part of our warm tone and are encouraged when communicating to native English audiences — unless your sentence would benefit from the clarity or rhythm of spelling it all out. However, for international audiences, be mindful of writing in more globally accessible language, including keeping contractions to a minimum.
Corporate jargon in a corporate setting is sometimes unavoidable if it’s the common language your client would best understand. However, we’re here to bring a fresh perspective to our clients, which usually benefits from fresh words. Before writing “value add,” “double click,” “seat at the table,” “move the needle,” “at scale,” “pulse check,” or “over-rotate,” ask yourself: Is there another way to say this that’s as or more clear, as or more compelling — as or more human?
Use “BCG BrightHouse” on first mention, in all pitches and formal communications, and when it’s beneficial to highlight our relationship with our parent company. “BrightHouse” is acceptable in less formal situations, with audiences already familiar with us, and when we’re working in tandem with a BCG team, to clearly differentiate our workstreams. Do not refer to us as “BH.”
Our purpose should be written in title case,* un-italicized, with no period (unless it’s embedded in a sentence). Avoid altering the verb, e.g., “Discovering” or “Discovered.
Our principles should similarly be written in title case, un-italicized.
We also recommend presenting all client purpose lines and principle titles in title case.
*Title case: Capitalize the first letter of the first and last word — regardless of their parts of speech — and all other words except articles (a, an, the), coordinating conjunctions (and, but, for), and prepositions (in, on, of).
We see our clients as people first, so our preferred pronouns for them are “they” and “you,” not “it.” Similarly, we refer to BrightHouse as “we” and “us” as often as is clear, only using our name when needed (such as to identify specific workstreams).
Only use an abbreviation on first occurrence when you are 100% sure that 100% of your audience will know with 100% confidence what it is (e.g., BCG, AI). Otherwise, provide the full phrase on first occurrence and include its abbreviation in parentheses to use for subsequent occurrences. However, if a generic term would be as clear in subsequent occurrences (e.g., the firm, the system, the policy), use that, instead. In general, omit periods from all-caps acronyms (e.g. NASA, UNICEF), but include in lowercase initialisms (e.g., e.g., a.m.).
Need help decoding an abbreviation? Click here to check out the BCG Glossary.
Don’t use them unless they’re in a name or title (e.g. Proctor & Gamble, President & CEO, R&D). When you need to be economical, such as in a Gantt chart, use a plus (+) sign.
Headlines should be in sentence case (e.g. “We are thinkers, dreamers”, “Let’s light the way, together”).
The exception is thought leadership. Article, white paper, and blog post titles should be in title case.
Labels are the name of the content they head, and they should be in title case (e.g. “Global Leaders”, “Luminary Insight”).
Headline support (e.g. subtitles, supertitles, deck dates)and calls-to-action (e.g. buttons) should be in all caps.
Use a hyphen (-) to join words (e.g. all-in-one, self-esteem). Prefixes, suffixes, and compound modifiers are the most common use cases. A compound modifier is when words are combined to function as a single adjective and most often come before their noun. (E.g. “She is a well-known author,” vs. “As an author, she is well known.”)
Use an en dash (–) when representing a range of numbers or time or connecting two things to show a relationship (e.g. 3–4 p.m., March–May, the London–Paris flight). On a Mac, type option+[dash].
Use an em dash (—) with spaces surrounding to set off a phrase or clause that provides additional information. (E.g. “Emily wrote a masterpiece — as she always does — within the hour.”) On a Mac, type option+shift+[dash].
Spell out numbers one through nine (unless you really need the clarity of a digit, such as in an SOW). Use numerals for 10 and higher.
This is the comma before the “and” in a list of three or more words or phrases. It creates clarity, particularly in complex sentences and for international audiences. Use it.
Do not use periods in headlines or bullet points; if you feel the need to, your copy is probably too long for those use cases.
A widow is when there’s only one word on a line. A word is broken when it’s split between lines, resulting in hyphenation. Avoid both; neither look good, and they confuse the reader’s flow. Also avoid breaking any brand names across multiple lines.