Mcdonalds Campaign

My process for this brand expansion project was highly structured, emphasizing precision and adherence to established guidelines:

• CD Deep Dive: Initial phase involved a thorough review and internalization of McDonald's Corporate Design manual, particularly sections pertaining to large-format applications and outdoor media.
• Brief Analysis: Understood specific campaign objectives, key visuals, and messaging provided by the marketing team for each collateral type.
• Layout & Adaptation: Began designing each asset (roll-up, beach flag, fence panel), meticulously adapting existing campaign elements (e.g., product imagery, taglines) to the unique dimensions and visibility requirements of each format.
• Mock-up & Review: Created realistic digital mock-ups to visualize how the designs would appear in real-world settings, facilitating clear internal and client review cycles.
• Strict CD Validation: Self-audited each design against CD rules for logo placement, minimum clear space, color accuracy, typography usage, and image quality.
• Pre-Press & Delivery: Prepared print-ready files, ensuring all technical specifications for the various print suppliers were met for flawless production.

1. ) Challenge: Maintaining Legibility on Dynamic/Large Formats

• Description: Ensuring text and imagery remained clear and impactful on moving beach flags or large fence panels viewed from varying distances and angles, especially given strict CD requirements for font sizes and line spacing.
• Solution: Employed large, bold typography as per CD, prioritized high-contrast color combinations, and used simplified layouts for key messages. Conducted virtual "distance tests" by zooming out on designs to simulate viewing from afar, optimizing visual hierarchy.

2. ) Challenge: Adapting Campaign Imagery to Varied Aspect Ratios

• Description: Existing campaign visuals, often designed for standard digital or print ads, needed to be adapted without distortion or loss of focus for the long, narrow beach flags or wide fence panels.
• Solution: Exercised precise cropping and strategic repositioning of key elements within the imagery. In some cases, collaborated with photography teams (or retouchers) to source or create alternative compositions better suited for extreme aspect ratios, always within CD guidelines.

3. ) Challenge: Strict Adherence to Global CD in Local Implementation

• Description: Applying comprehensive global corporate design rules to local market campaign needs, often with limited flexibility for creative interpretation.
• Solution: My approach was rooted in deep CD knowledge and meticulous attention to detail. I viewed the CD not as a constraint, but as a robust framework. Any specific design decisions were directly justified by referring back to the CD manual, ensuring all stakeholders understood the reasoning behind every pixel choice.

The project successfully expanded McDonald's brand presence across highly visible outdoor and event channels, reinforcing brand recognition and campaign messaging in public spaces. My meticulous adherence to the Corporate Design ensured unwavering brand consistency across all new collateral types, maintaining McDonald's iconic visual identity. The print-ready assets facilitated flawless large-format production, contributing to impactful and professional outdoor advertising that effectively reached target audiences at events and high-traffic areas. This project solidified my ability to execute complex brand guidelines on diverse media with precision and creative problem-solving.