McDonald’s Worldwide Convention

An immersive brand storytelling environment that brought McDonald’s digital transformation strategy to life, guiding global convention attendees through the customer journey from order to pickup.

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

My Role

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

Delivered 50,000 square meters of production-ready environmental graphics for the McDonald’s Worldwide Convention, one of the brand’s largest global events
Coordinated across multiple international teams and time zones, supporting a conference attended by 14,000+ franchisees, suppliers, and employees from 135 countries
Met an accelerated production timeline by prepping and releasing the majority of print files to vendors within one week, despite significant scope and complexity