MCDONALD’S
Reimagining corporate social responsibility through a story-driven ecosystem
ROLE
CREATIVE DIRECTOR, R/GA
KEY DELIVERABLES
Exemplar research
Competitive analysis
Content auditing
Information architecture
Design templates
Accessibility review
Design documentation
Authoring guidance
The Ask
McDonald’s needed a cohesive digital experience to tell the full story of their purpose & actions
The Approach
To better serve an audience seeking greater transparency and more information, we needed to help unify the brand’s corporate communications and help them publish at speed.
The corporate site was rebuilt to create pathways between timely news stories and evergreen corporate social responsibility content. This allowed key audiences seeking transparent, real-time information to better understand how McDonald’s is taking action to create a better world.
Content that speaks to a broad audience
Key audiences are seeking transparent, real-time information
to understand how McDonald’s is taking action to create a better world.
Every beat in our story should both stem from and support our broader purpose as an organization—to feed and foster the communities we serve.
Consumers, our System of Owners and Operators, and Special interest groups want to know how McDonald’s is taking action to power that purpose.
Connecting commitments, evidence, and stories allows us to make bold statements and back them up with information and perspective.
Corporate site re-design
We introduced new components to an established design system to aid in longer-form storytelling within a refreshed leadership platform. A focus on WCAG AAA accessibility and platform considerations drove design decisions for ease of authoring.
Authoring guidelines
A robust guide for ongoing authoring of news stories and evidence-based evergreen content was created as a working manual for content creation, covering from writing tactics to AEM tricks for the authoring environment.
Hightlights and outcomes
30%
Increase in page views per visit for News Stories content driven by suggested stories modules
8s
Above target for increased time on site, nearing 5 mins on pages that featured long-form articles
Team formation*
Strategy
Matt Resnick
Josh Treuhaft
Creative
Gabriel Cheung
Tyler King
Erin McCarthy
Edan Michener
Colleen Miller
Technology
Hans Janowitz
Jason McCoskery
Production + Client Services
Kayla Bries
Sean Kile
Julie Malone
*If we’ve worked together and I’ve missed a credit be assured it was my lapse in memory—message me and I’ll quickly resolve!