Brand-Governed Internal Communications — Character Design & Content Strategy

This project was developed for McDonald’s Corporation as part of an internal communication initiative focused on succession planning and leadership development. The challenge was to translate a complex organizational topic into a clear, engaging, and human-centered visual story—one that resonated with leadership audiences while remaining firmly aligned with McDonald’s global brand standards.

The creative approach combined storytelling, character-driven moments, and motion design to make the subject approachable, structured, and easy to follow, ensuring clarity without sacrificing engagement

Role & Leadership
Creative Director responsible for shaping the creative approach from concept development and narrative framing through design and motion execution. Led ideation, visual direction, and storytelling strategy, guiding designers, illustrators, and motion partners while collaborating closely with client stakeholders to ensure clarity, relevance, and strict adherence to brand guidelines.

Creative Direction & Leadership Approach

• Audience-Centered Storytelling: Designed the narrative specifically for leadership and internal audiences, focusing on clarity, empathy, and relatability to support understanding of succession planning concepts.

• Concept & Visual Development: Explored multiple creative directions through research, mood boards, and early sketches, refining toward a clean, accessible visual language that balanced warmth with corporate rigor.

• Character & Visual Design: Introduced character-based elements and illustrative cues to humanize abstract organizational ideas, making the content more engaging without diluting the message.

• Narrative Structure & Motion: Used scripting, storyboarding, and controlled motion pacing to guide viewers through the story logically, ensuring key ideas landed clearly and confidently.

• Brand Stewardship: Worked within McDonald’s strict global brand guidelines, carefully adapting visual elements, color, typography, and motion behavior to maintain consistency and credibility across the piece.

All creative decisions were made within McDonald's comprehensive global brand guidelines, demonstrating how engaging, human storytelling can thrive within strict brand governance.