Global Specialty Chemicals Manufacturer | Deloitte Pursuit
THE CHALLENGE:
Leading creative direction and pioneering digital delivery for Deloitte's pursuit of a global audit engagement for one of the world's largest oil and gas supermajors—a Top 10 Fortune Global 500 company. The competitive tender pitted Deloitte against other Big Four firms, with the incumbent earning approximately $47M annually for audit services. Beyond the competitive pressure, the pursuit required navigating complex stakeholder dynamics, including a lead client service partner resistant to digital innovation, while coordinating creative work across US and London teams over an extended timeline.
Role:
US Pursuit Designer, Digital Delivery Lead
Team:
Coordinated designers across US and London, plus external vendors
Client:
Global oil and gas supermajor (Fortune Global 500 Top 10)
Role: Art Director, Lead Illustrator
Team: Coordinated a team of designers
Client: Global athletic brand (Fortune 500)
THE STRATEGY:
Working closely with the Director of Design for US Pursuits, I developed Deloitte's first fully digital proposal delivery using the Storied platform—a marketing-style website rather than traditional PDF or print. This approach would allow the client's global stakeholders to access an interactive, branded experience while addressing critical challenges: providing secure access for international reviewers, creating a more engaging presentation of Deloitte's capabilities, and positioning Deloitte as innovative. However, securing buy-in required extensive stakeholder management, particularly with the lead partner who preferred traditional approaches and didn't use computers—relying on his secretary to dictate emails and schedule appointments.
THE WORK:
Over several months, I led the design and development of the digital proposal site on the Storied platform, working through security requirements and technical constraints for a Big Four accounting firm's first digital proposal delivery. I coordinated with the London design team and London print shop for integrated global delivery, and created materials for our Pursuit Kickoff session in Houston, including the briefing book, presentation materials, temporary wallpaper, window clings, posters, and custom games for the multi-day strategy session with partners from around the world. The overall pursuit process was lead by the London design shop, and I followed their lead in style for the U.S. pursuit.
THE RESULT:
Deloitte won the competitive tender to become the client's global auditor.
Beyond this significant win, the digital delivery work I pioneered became the foundation for how Deloitte approached pursuit materials going forward. I was subsequently named the lead for digital delivery for pursuits across Deloitte's US firm, establishing new standards and processes that transformed how the firm competed for major engagements. The months of work on the Storied platform—though not used for this particular client—became the template that changed pursuit delivery across the organization.
Note: Client name withheld. Proposal text and individuals redacted from images for confidentiality.
