McGill platforms embody this value in clear, confident interfaces. Our work celebrates the courageous, self-driven and resilient people that make up our community. 

With this value, we emphasize the confident, courageous side of being bold. This aligns the idea of boldness with our sense of the brand’s trailblazing history. Being bold in a confident, direct way also honors our commitment to being clear, direct, and inclusive. Boldness should never be arrogant or aggressive.

Here are some recent projects that embody the bold value. On the left, we leverage super-clear content, great photography, and the high-contrast WMS design to build something that feels clear and confident. On the right, you can see a splendid example of this same personality in print. In both examples, you might notice that the designs use:

• A range of scales – from large, like the M or the first portrait at top left – to small, with the body copy
• A limited, high-contrast color palette
• Mixing of sans and serif typography
• Strong, uncluttered photos with calm, engaged subjects

These choices support a bold look.