PROJECT
Year
2020 - 25
Client
McDonald's
MY ROLE
Brand Design Lead
As the lead brand designer for McDonald’s Australia and New Zealand I worked across multiple campaigns and helped shape the overall visual direction used in Macca’s digital boards social media TVCs and global assets. Much of my portfolio reflects this work which spans both local and international brand expressions.
I contributed extensively to both the original 2020 McDonald’s Design System and its newly refreshed Version 2.0 for Australia and New Zealand, driving research, data analysis, strategic wireframing, and system architecture, to shape a robust, scalable framework tailored to enhance customer experience across desktop and mobile applications, digital kiosk screens, TVCs, and social media touch points, while leveraging data analytics, AI, and Gen AI models to enhance in store portfolio performance.
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