McDonald’s Sustainability Report was published for the eleventh time in 2020 and documents the company’s progress and measures in the areas of the environment, society and responsible corporate governance. To make the content accessible to a broad target group, we have once again designed a compact, easy-to-read version of the report in a handy A5 format. This shortened version makes it possible to convey McDonald’s most important facts, figures and successes in an easily understandable and visually appealing way – especially for the target group of restaurant visitors.
The design is based on a clear, modern visual language with concise infographics, strikingly presented facts and emotional images that make McDonald’s commitment to sustainability tangible. In addition to classic environmental topics such as resource conservation, climate protection and packaging reduction, social initiatives are also highlighted – such as the commitment to sustainable agriculture, fair working conditions and social responsibility.
The report’s compact format makes it not only informative, but also particularly user-friendly. It invites readers to take an uncomplicated look at McDonald’s sustainability goals and shows transparently what progress has already been made and what goals the company is continuing to pursue. In this way, McDonald’s sustainability report makes its commitment to sustainability visible at first glance.
The storyline and look are closely based on the current umbrella campaign “Ganz bei Euch”. This campaign aims to create a strong emotional connection with the target group by telling authentic, approachable stories. It should create closeness, be easy to understand and entertaining at the same time.
In the report, we have therefore deliberately focused on people – whether at home, in a restaurant or out and about. Vivid imagery, real stories and personal insights convey the topic of sustainability in a way that is close to everyday life. This makes it clear how McDonald’s positively influences the reality of guests’ lives with its initiatives. The visual design also supports this approach: warm, natural colors, modern typography and a relaxed structure ensure an inviting, accessible presentation.
It was particularly important for the content to be intuitively accessible to readers. Clear infographics, comprehensible texts and an emotional visual language make it easy to grasp the most important aspects of the report at a glance. This creates sustainable communication that informs, inspires and invites interaction.
The report is distributed in restaurants throughout Germany.
Click here for the online version: ‘ McDonald’s Sustainability Report compact
But we already designed the reports for 2017, 2018 and 2019:
‘ McDonald’s Sustainability Report 2019 compact
‘ McDonald’s Sustainability Report 2018 compact
‘ McDonald’s Sustainability Report 2017 compact
More information:
Our client: McDonald’s
All projects for our client McDonald’s