McDonald's Design & Branding McDONALD'S BRAND BOOK by Interbrand Group

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McDONALD'S BRAND BOOK

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Industry Fast food
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby, Chris Maclean
Designer Jefton Sungkar, Abi Singmin, Simon Cranwell, Mikey Hart
Released August 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: McDONALD'S
Product/Service: McDONALD'S
Agency: INTERBRAND AUSTRALIA
Creative Director: Mike Rigby (Interbrand)
Creative Director: Chris Maclean (Interbrand)
Designer: Abi Singmin (Interbrand)
Designer: Jefton Sungkar (Interbrand)
Designer: Simon Cranwell (Interbrand)
Designer: Mikey Hart (Interbrand)
Writer: Lex Courts (Interbrand)
Media placement: Brand Book - Given To McDonald's Employees - August 2011

Describe the brief from the client
Founder Ray Kroc once said: “We are not in the burger business, we’re in show-business”. Despite major success in Australia, McDonald’s recognised that over time, the experience of visiting McDonald’s had lost some of its magic. Instead, the focus had shifted towards faster service and slicker environments.
Our brief was to create a brand-book to inspire 85,000 employees nationwide to bring back the magic that McDonald’s was once famous for and to remind them that they’re in ‘show-business’.

Describe the challenges and key objectives
We needed to communicate a large-scale strategic-shift in the business, through a simple, captivating and relevant voice that would appeal to everyone from the CEO to the 16-year-old restaurant worker.

Describe how you arrived at the final design
Instead of trying to reinvent what McDonald’s stands for, this programme was about rediscovering the magic at the heart of the brand. Our solution was to create a larger than life interactive book to remind McDonalds’s staff that they’re the stars of the show.
Centred on the idea of ‘Showtime’, the book is inspired by the colour and vibrancy of the circus. It encourages staff to think of themselves as performers on the McDonald’s stage.
The book itself is large format and interactive - featuring peel off stickers, reflective paper and a fold out poster.

Give some indication of how successful the outcome was in the market
The concept of ‘Showtime’ was recently launched internally to 4,000 Restaurant Managers, in Singapore, with a themed conference (Cirque de Soleil) and a copy of this brand book for every manager. The brand book represents the culmination of the first phase of ongoing work designed to revitalise the McDonald’s service promise.