Breakfast
Brief: Flip the public perception of McDonald’s breakfasts.
Before this project, McDonald’s Breakfast was losing the trust of the public when compared to competitors like Greggs. The perception was that McDonald’s breakfasts were not made fresh in restaurants. The truth was to the contrary.
We combatted this perception by combining humanist script typography and authentic ‘golden hour’ feeling photography and videography.
This redesign laid solid foundations for free-flowing menu design. It all culminated in a unique design that can be seen frequently on the high street now.
Impact/Result:
• Simplified ordering breakfast for 1,000,000 people every morning
• In combination with lunch and evening menu redesigns, this new direction saw a core menu item sales uplift of 20%. Outperforming the projection of approximately 2.5%
• Trust in McDonald's restored
2016 – 2018
Design & Art Direction
W/ The Marketing Store
Retail Campaign
W/ The Marketing Store
Retail Campaign
Shots: Biggs Represents. HoD: Claire Paton. Cheesy Flatbread logo: Leo Burnett.
Internal and External Digital Screens
McCafé ICED
Brief: Sell summer holiday heaven.
A modern, minimal, yet cheerful summery campaign that had a real standout on the McDonald's menu. I emphasised transporting the customer to a nondescript, perfectly tranquil sunbathing spot without a cloud in the sky, accompanied by a choice of their favourite McCafé ICED drinks.
2017
Design & Art Direction
W/ The Marketing Store
Retail Campaign
W/ The Marketing Store
Retail Campaign
Shots: Biggs Represents. HoD: Claire Paton. Drink logos: Leo Burnett.
External A1 Poster
Internal and External Digital Screens
Aero McFlurry
Brief: Make Aero dynamic.
I was challenged by McDonald’s to create contemporary digital and static posters to launch Aero and Peppermint Aero McFlurrys. The most challenging aspect of the development process was the limited assets available when working with the Aero brand elements.
My role in this project covered the art direction of the motion pieces and design execution/oversight for print and static digital elements of the campaign collateral. The client hailed this set of designs, particularly the moving image, as the cleverest and most impactful visual they had ever seen for a McFlurry promotion.
2019
Design & Art Direction
W/ The Marketing Store
Retail Campaign
W/ The Marketing Store
Retail Campaign
Shots: Myles New. HoD: Claire Paton.
External A1 Poster
External Digital Screen