McDonald’s Choices Online is a dedicated digital platform providing branded merchandise exclusive to McDonald’s employees. Creata approached Evie Group to elevate the online platform and create a new strong cohesive brand visual that would also include thirteen seasonal campaigns and feature product launches.
Approach
The brief was to utilise Creata’s brand as a base and bring through McDonald’s visual in a fun and engaging manner to create interest for the young employee’s shopping on the platform.
A comprehensive style guide was created. This included clear art direction for pairing the two brands platform web pages, feature campaigns and brand visual communications. Attention was focussed to photography for people and merchandise so that their designers would be able to execute their own signature look for future product promotions.
In this development, 13 feature campaigns were designed. Each campaign was to be unique yet work with the overarching brand visual as a whole. To achieve this, each campaign used McDonald’s brand font to ties these together and were assigned with varying typography treatment, accent colours and imagery.
Two banner styles and templates were created for each campaign theme visual. This included one, a styled product shot reference and sample background imagery and two, a product patterns for movement and interest of the latest featured items on the online store. A combination of design and AI tools were used to generate these sample looks for the Choices online store.
ClientCreata for McDonald'sServicesArt direction, branding and identity
