I worked extensively to both the original 2020 McDonald’s Brand 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 newly designed digital menu boards, desktop and mobile applications, digital kiosk screens, incorporated to TVCs, internal Macca's coms and social media touch points, while leveraging data analytics, AI, and Gen AI models to enhance in store portfolio performance.