Challenge
Growing skepticism around ingredients and sourcing, especially among Millennials
Outcome
A system translating complex food information into clear answers
IMPACT
40K+
real consumer questions answered20M+
organic views on transparency content1
design system powering transparency at scaleUNDERSTANDING THE WHY
How do you build trust when consumers are skeptical, especially Millennials?
What We Did
Pop-art infographic direction using bold color and real menu items
Plain-language visuals explaining ingredients and sourcing
Modular graphic system scaling across digital and social
Why It Mattered
Turned real questions into clear visual explanations people could understand
Gave social teams a consistent response framework
Made complex food sourcing feel transparent rather than defensive
Let’s build what’s next — together
Client — McDonald’s
Role — Art Direction
Services — Concept Development · UX/UI Design · Visual Storytelling