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
• Trust in McDonald's restored
2016 – 2018
My Role: Lead Designer & Art Director
With: The Marketing Store
Format: Retail/OOH Campaign
With: The Marketing Store
Format: Retail/OOH Campaign
GREAT TASTES OF AMERICA
Brief: Place y'all in an American state of mind.
Great Tastes of America is a promotion spanning eight weeks. Each fortnight, a new delicious beef burger takes the limelight. A chicken burger counterpart supports the beef.
Each burger's visual identity was very different in this campaign from the last. Therefore, one of the challenges came in tying the whole 56-day campaign together.
2019
My Role: Lead Designer and Art Director
With: The Marketing Store
Format: Retail & OOH Campaign
With: The Marketing Store
Format: Retail & OOH Campaign
In-store digital menu board takeover.
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
My Role: Lead Designer and Art Director
With: The Marketing Store
Format: Retail & OOH Campaign
With: The Marketing Store
Format: Retail & OOH Campaign
Aero McFlurry
Brief: Aerodynamic.
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
My Role: Lead Designer and Art Director
With: The Marketing Store
Format: Retail & OOH Campaign
With: The Marketing Store
Format: Retail & OOH Campaign
