WHAT I DID
Led art direction for McDonald’s national transparency platform, shaping its visual system and voice
OVERVIEW
A national transparency platform built for clarity at scale
CHALLENGE
Growing skepticism around ingredients and sourcing was eroding trust, especially with millennials
IMPACT
40K+
real consumer questions answered20M+
organic views on transparency content1
design system powering transparency at scale“I know a lot of people expect something mysterious, but that’s not the case. I’m seeing it with my own eyes.”
DESIGN SYSTEM
Turning transparency into something people could understand and trust
WE BUILT
Built a bold visual language anchored in real menu items
Translated sourcing complexity into plain language
Designed modular assets to scale across digital and social
Lessons learned
Transparency needs a system to work at scale
The outcome
Turned real questions into clear visual answers
Gave social teams a consistent response framework
Made complex food information simple to understand
Let’s build what’s next — together
Client — McDonald’s
Role — Art direction
Services — Concept development, UX and UI design, visual storytelling