McDonald's
Worldwide

Brand Identity
Motion
Illustration

For 2024, McDonald’s wanted to bring a global perspective to the brand for its first Worldwide event abroad in Barcelona, pulling in over 10,000 attendees from around the world. I creative directed a small team and designed the 3D logo + identity, key visuals, motion style, as well as partnered with external teams to handle production.

Team

Design Lead (A123)
Creative Director
Senior Designer
PM/Producer

McKenzie Moore
Ramzi Husein
Alyssa Koumaras
Erica Bletsch

Our key visual is the iconic arches in a 3D perspective modeled as a McDonald’s sign just beyond the horizon, a nod to what lies ahead.

The 3D type logo was built to be conceptually strong with the reimagination theme while also working in any layout, no matter the ratio. The logo can condense, stack, and be totally flexible, making it ideal for the hundreds of applications during the event.

A system that
puts inclusivity first

Hosting a global event with 10,000+ visitors and 10+ languages from around the world, we created a type system that celebrates diversity and supports multiple languages -- all in one place.