Belief

We can expand the McDonald's Flawesome art and design styles to create a full brandbook with supporting assets to create an expressive, yet practical identity for the first post-pandemic McDonald's Worldwide Conference.

Proof

Artifacts: Brand design guidelines, identity, presentation, print, signage, social media, swag, and web design
Guidance: Art direction, digital brand expression, graphic design, logo design, visual communications

Flawesome Foundations

What is Flawesome? It's a creative direction that represents the confident yet humble nature of the McDonald's brand. By avoiding extraneous noise and static, we find the bold, simple essence of McDonald’s. It's celebrating simple moments and imperfections that speak on a personal rather than corporate level, with a playful wink that surprises and delights.

Artistically, it's playing with context, scale, contrast, balance, movement, and energy, to creative modern, refreshing, and unexpected interpretations that stay true to the McDonald's brand heritage. 

Identity

To establish the core elements that will go into creating the wide array of artifacts necessary for a project of this scale, we'll evolve on the existing McDonald's design system by finding ways to add authenticity, connection, and warmth. By embracing the many elements of the McDonald's brand identity and accentuating their familiarity and humanity, we can create a Flawesome identity that's visually expressive and comforting yet highly flexible and consistent.

Illustrations

The many vector illustrations of the McDonald's product catalog are the key visual manifestation of the Flawesome visual ethos. Our evolution of these graphics add imperfections that still feel visually intentional to add humanity and vibrancy. Patterned illustrations play on the ubiquity of our most beloved products.

Illustration+Photography Examples

Art Direction

Our photography selects authentic moments over posed perfection—natural lighting over studio setups, genuine interactions over staged scenarios, and environmental context over isolated subjects. By integrating our products as illustrations into these photos, we reinforce the Flawesome identity through a visual playfulness that feels grounded and relevant.

Primary Logo Mark

Secondary Marks

Marks

Central to our identity marks is the visual of the familiar archery appearing to emerge from 22. After years of missed opportunities, including the previously scheduled 2020 Worldwide Convention, we wanted to visualize the long awaited return of the WWC.

Digital

Our digital expression of Flawesome allows us to take advantage of the motion and spontaneity inherent in its ethos. By utilizing interactive movements involving our illustrations, we can visually infer the positive memories our many products have given to our many customers over the years.

Environmental

Rather than the perfectly arranged one-sheet style layouts of previous WWCs, we wanted to visually emphasize energy and enthusiasm by creating a street poster-inspired layout system. The flexible, naturally balanced nature of these layouts leverage asymmetry and vector/photography visual dichotomies to imply a return to the outdoors, and how McDonald's enhances those moments.

Personal

Everyone loves swag, and WWC attendees especially so. Rather than the usual McDonald's branded gear, which is your typical solid brand color/logo combination, here we add our illustrations and some contextual irreverance where possible. By intentionally creating tchotchkes very much of a certain time, we want to make the 2022 WWC feel even more memorable to our attendees.

The Indispensible Tote Bag

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