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.
Evidence
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
What is American luxury?
American luxury brands are not perceived as true luxury brands in the manner of expensive European brands, such as a Rolls, Louis, Patek, et al. To this we counter—the presence of contemporary, modern American luxury surrounds us globally, and is, frankly, much more impactful today than any other culture's ideas and manifestations of luxury. In this digital age, it is the old, European-dominated narrative of luxury that is outdated and irrelevant to the modern consumer.
American luxury is not about paying exorbitant amounts of money for lineage, ornateness, terroir, or bespokeness. American luxury is designed and engineered. It is approachable and functional. It is iPhones, F-22s, and Air Jordans. It is our universities. It is Disneyworld. It is Warhol, Basquiat, Koons. It is HBO. It is the Black Card. It is purified and distilled innovation manifested through digital and physical matter to create experiences the Old World is simply incapable of creating.
Supporting Luxury Visuals
How do we express it?
American luxury brands are not perceived as true luxury brands in the manner of expensive European brands, such as a Rolls, Louis, Patek, et al. To this we counter—the presence of contemporary, modern American luxury surrounds us globally, and is, frankly, much more impactful today than any other culture's ideas and manifestations of luxury. In this digital age, it is the old, European-dominated narrative of luxury that is outdated and irrelevant to the modern consumer.
American luxury is not about paying exorbitant amounts of money for lineage, ornateness, terroir, or bespokeness. American luxury is designed and engineered. It is approachable and functional. It is iPhones, F-22s, and Air Jordans. It is our universities. It is Disneyworld. It is Warhol, Basquiat, Koons. It is HBO. It is the Black Card. It is purified and distilled innovation manifested through digital and physical matter to create experiences the Old World is simply incapable of creating.
Conceptual MarCom Adcepts
HMI
We begin with the HMI because a brand should be represented by its products—and the dashboard interface is the most important manifestation of Cadillac's design system. It's where drivers spend the most time engaging with the brand, making it the primary touchpoint that defines the entire digital experience.
The driver's cockpit is where American luxury meets American engineering. These dashboard interfaces strip away European excess in favor of intuitive functionality—clean typography, purposeful information architecture, and seamless interaction design that enhances rather than distracts from the driving experience. Like the best American design, it's sophisticated through simplicity.
App
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MarCom
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MarCom Product
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eCom
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eCom Product
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