WHAT I DID
Led art direction for McDonald’s national brand transparency platform
OVERVIEW
A brand platform designed to answer real questions about food with clarity and honesty
CHALLENGE
Growing skepticism around ingredients and sourcing was eroding trust, especially with millennials
IMPACT
40K+
consumer questions addressed through the transparency platform20M+
organic views across transparency video content1
cohesive design system for 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
A bold visual system anchored in real menu items
Infographics translating food sourcing into plain language
Modular assets designed to scale across channels
Lessons learned
Transparency needs a system to work at scale
The outcome
Turned real questions into clear, visual answers
Gave social teams a consistent way to respond
Made complex food information easy to explain
Let’s build what’s next — together
Client — McDonald’s
Role — Art direction
Services — Concept development, UX and UI design, visual storytelling