McDonald's

What We Did

Employee Branding

Hiring Campaigns

Communication Collaterals

Document Hub

The Brief

Over the course of a long-term partnership, McDonald’s HR team consistently engaged us to develop creative solutions for internal and external employee branding & communication. Our work has ranged from ad campaigns and identity creation to designing communication collateral, all aimed at fostering a strong connection between the brand and its employees.

@McDonald's I can...

To align with McDonald’s vision, we conducted in-depth interviews with crew members to uncover what makes their workplace enjoyable and fulfilling. These insights shaped the foundation of our campaign direction, ensuring the messaging resonated with employees at every level.

We introduced the campaign slogan “@McDonald’s I can…”, which became the overarching theme for all communication materials. This slogan highlighted the possibilities and opportunities McDonald’s offers its employees, fostering a sense of pride and belonging.

Campaign 2

In the subsequent phase of our collaboration, McDonald’s had introduced a refreshed colour palette, featuring vibrant and eye-catching tones, including a striking purple. Leveraging this updated branding, we conceptualised a campaign centred on direct, impactful messaging paired with engaging visuals.

To bring this vision to life, we coordinated and directed a photoshoot in partnership with our trusted photography team. The resulting imagery authentically captured the energy and positivity of working at McDonald’s, showcasing real employees and their experiences to reflect the brand’s dynamic workplace culture.

Through our sustained collaboration, McDonald’s strengthened its talent branding, creating a meaningful connection with employees and reinforcing its position as a great workplace. From vibrant campaigns to efficient systems, our work has supported McDonald’s in celebrating its people and fostering a workplace culture of pride and positivity.

Policy Archival System

To enhance accessibility to HR policies, we designed and implemented a comprehensive system for McDonald’s intranet. This user-friendly platform enables employees across all stores and offices to quickly locate and reference company policies, significantly improving efficiency and ease of access.

Recognising the importance of reinforcing McDonald’s core values, we also developed an animated video as part of the system. The video introduces employees to the brand’s values in an engaging manner, with an optional skip feature to respect individual preferences and time constraints.

HR Branding and Employee Activation

In addition to campaigns, we developed a range of employee activation initiatives, branding, and collaterals. From designing distinctive identities for HR programmes to crafting compelling and consistent visual narratives, our work supported McDonald’s in engaging employees and strengthening its workplace culture.