A McDonald's Retail promotional kit aims to grab the attention of customers as they move through their dining journey. Different elements communicate messages and appetite appeal from the exterior of the store to the point of order and post purchase.
Each kit aimed to elevate the customers' perceptions of the food through beautiful photography and typography, all while working within McDonald's brand guidelines and abiding by legal restrictions. Here I've included a few sample images, digital promo videos, layouts, and sketches from each kit.
Each kit included several tasks, including concepting and developing layouts, working with copywriters to develop copy direction,directing photo shoots, directing video editors for the digital pieces, directing retouchers and keyliners, and presenting the work to clients at McDonald's headquarters in Oakbrook. And sometimes, if we were really lucky, we also had the task of sampling the food at their test kitchens.
Chef Crafted Creative Direction: Kevin Frank • Copy: Andrew Hanson
McNuggets Creative Direction: Mark Wiegard • Copy: Andrew Hanson
Iced Teas Creative Direction: Brad Williams • Copy: Callie Vinson
Al’s Cafe has been a part of Elgin, Illinois history for over 70 years. Back in 1937, when it was the home of Burn’s Drugstore, they served customers the famous Burn’s Malts. Now Mr. Burns is long gone, but the Burn’s Malt has lived on at Al’s over the years, bringing in loyal returning customers and receiving rave reviews from guests. The problem is that Al’s has been facing a slower crowd since those glory days. As the suburbs have expanded with chain restaurants featuring trendy, modern interiors and branding, Al’s has fallen between the cracks. They’ve suffered from having an inconsistent and unwelcoming branding system.
To help Al’s reclaim their role in Elgin's community once again, I designed a new visual identity for Al's Cafe, featuring a strong logo mark, inviting bright colors, and fun patterns throughout all their touch points.
Designing my own wedding stationery was one of the most challenging and rewarding projects I've ever completed. Tyler and I wanted our wedding to have a classic, yet playful feel, which left us with an opportunity to put my hand lettering skills into action and pair some playful typography with our classic black and gold color scheme.
We handcrafted the entire invitation suite ourselves from start to finish. For weeks, we poured every minute of our spare time into designing, hand lettering, printing, foil stamping, trimming, scoring, folding, perforating, stamping, and embossing. We were very pleased with the result, especially when our friends were reaching out to us asking what printer we had used.
Ronald McDonald House Fundraiser
In November 2016, McDonald's hosted their annual RMHC Fundraiser in stores across the country. The theme of the fundraiser was togetherness, so I art directed a campaign that showcased photos of real RMHC families and sweet, touching moments of togetherness. The campaign included in-store displays, an app landing page, and two People Magazine ads.
I art directed the photo shoot, which required directing the photographer and families so they felt comfortable in front of the camera.