Positioning a global brand for the future
PROJECT
McDonalds Global Digital
2019
SCOPE
Deliver a fully integrated, global ecosystem to customers who expect a seamlessly blended digital experience.
CONTRIBUTIONS
Strategy, Branding, Creative Direction, Product Design, UX, Prototyping
APPROACH
Bright, fresh, always friendly. Impeccably simple. Accessible to anyone, no matter the channel. Embrace authentic imperfection.
PROCESS
Design the core components and build outward into the web, kiosk, etc. Each has it’s nuance, of which the design system is able to flex.
AGENCY
Huge
Brand
POSITION
Inherited new brand from Agency, Turner Duckworth. Brought brand to digital.
ATTRIBUTES
Global with local requirements.
Accessible to all.
Fun, frictionless, connected.
QUOTE
We wanted to be more authentic and celebratory of the way the food is actually enjoyed – whether that’s in the restaurant, at home, or on-the-go.” - Turner Duckworth
Brand // Early explorations
Kiosk
Kiosk // Loyalty handoff from app to kiosk, through to fulfillment
Prototype
Prototype // Choice Loop
Restaurant Technology
POS // Redesigned with Global Restaurant View
End to End
App // Curbside Flow
End to End // Mobile Order Pickup & Drive Thru
Go home
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