For the McDonald’s Sustainability Report 2017, we developed the concept for the implementation and designed the report visually and in terms of content. Through an appealing mix of informative content, modern graphics and relaxed language, sustainability is conveyed in a tangible and exciting way. We focused on a creative, dynamic design that not only provides information, but also actively appeals to the young target group and encourages them to think.
With this fresh and target group-oriented implementation, the McDonald’s Sustainability Report 2017 contributes to making the company’s commitment visible and presenting sustainable topics in a way that is fun and makes people curious to find out more.
McDonald’s legendary brown paper cone was the central inspiration for our design concept, which conveys a natural, urban and authentic look. It symbolizes the unmistakable McDonald’s experience and is a consistent visual element throughout the entire design.
The successful online campaign “#365 reasons for McDonald’s” was also integrated to convey the content in an appealing and entertaining way. This enabled an interactive connection between print and digital formats by placing the sustainability topics in a larger communicative context and involving the target group directly in the dialog.
Instead of classic, often sober infographics, we deliberately opted for a target group-oriented, handmade design. Sketch-style illustrations give the report a playful, creative touch and make complex information easy to understand and visually appealing. The relaxed style appeals to the young target group in particular and ensures that sustainability topics are communicated in an entertaining and tangible way.
This mixture of authentic design, interactive elements and creative illustrations has created a unique sustainability report that conveys McDonald’s core values in a modern, appealing and approachable way.
If you would like to take a look at the results and are interested in what McDonald’s is doing in terms of sustainability, the printed version was available in all restaurants throughout Germany and the online version was accessible to everyone:
‘ McDonald’s Sustainability Report 2017 compact
More information:
Our client: McDonald’s
All projects for our client McDonald’s