Corporate Social Identity

When I collaborated with the McDonald’s team, I had the opportunity to spearhead an exciting initiative – evolving their corporate social media identity.

The new social identity needed to showcase McDonald’s as a helpful, enthusiastic neighbor there to champion people and provide honest insights into the brand’s values, food, and initiatives. We imagined the brand at its best – conversational, cheerful, and truly committed to transparency.

Our solution was a visual system and tone of voice rooted in being genuine and open. We employed warm, candid photography and opted for simple, clear language over hard sells. Engaging Q&As and behind-the-scenes looks conveyed an insider’s perspective. Short, impactful captions reflected how real McDonald’s employees would speak.

I was responsible for creating captivating video and animation work that seamlessly integrated with this new identity. The result is an authentic social presence customers can rely on for anything from product launches to sustainability updates.

See full style guide below.