McDonald’s Worldwide Convention
Immersive brand storytelling experience translating McDonald’s digital strategy into a customer journey-inspired environment.
McDonald’s needed to transform its digital transformation strategy into an engaging physical experience at its Worldwide Convention. The goal was to help thousands of global attendees understand how new technologies enhance the customer journey—from order to pickup—through an immersive, narrative-driven environment.
My Role & Scope
Collaborated with creative directors and strategists to translate McDonald’s digital story into an experiential brand journey.
Concept Development
Environmental + Spatial Design
Campaign Storytelling
Cross-Team Collaboration
Vendor Coordination
The Approach
We designed the space as a walkable brand story, mirroring McDonald’s customer journey. Each zone represented a key stage—Consider, Order, Collect, Reward—brought to life through cohesive messaging, color, and spatial storytelling.
Developed a narrative flow guiding attendees through McDonald’s end-to-end experience
Designed immersive graphics and touchpoints showcasing key innovations
Unified visual identity and tone across zones, collateral, and digital interfaces
