Corporate Identity + Branding
project title
McDonalds Digital Future
client
TBWA / McDonalds
date
2009
categories
Strategy / Pitch
primary role(s) for this project
- Initial Pitch Concepts
- Creative Direction
- Client Engagement + Management
- Digital + Social Media Strategy
additional team members
Sean Branin - Initial Design Mock-UpsFlorian Fangohr - Initial Design Mock-Ups
Lucas Kim - Initial Design Mock-Ups
Jean-Paul Tremblay - Initial Design Mock-Ups
project notes
TBWA approached us to create a pitch (in 1 week) for what the near future of McDonalds online could look like, to be included as part of their larger Global Pitch for the brand. I started by sketching out everything that we know about McDonalds, from the original store, through their heyday in the 70's, up till now, and then some.
With transparency being one of the most important directives for companies globally these days, one idea was to convey McDonalds products, and all the data for each product, to be placed in very clear and concise display, and then to give each product it's own hero shot, similar to the great product design layouts of the 60s, like Braun, but in the tone and style of McDonalds.
With this same idea, you would also need provide and interesting way to search through all of the content, that would help visitors sort through all the content quickly, and even suggest similar content when appropriate.
Secondly, we wanted to capture what McDonalds meant emotionally to most people as a brand, by letting visitors connect with all the ephemera, and even americana, that existed in the real world for the brand, be it on Flicker or Facebook or other social platforms. There are thousands of objects.
Lastly, I wanted to explore the interesting food on the menu that I had noticed during my travels around the world (and even in the US, with the Lobster Roll in Maine, and Crab Cake Burger in my home town of Baltimore). As we researched this further, we were fascinated to find just how many different items there where (like the McCurry, or McFalafel).
project title
Goldsmith & Co. Website
client
Goldsmith & Co.
date
2009
categories
Website Pitch / Strategy
primary role(s) for this project
- Client Engagement + Management
- Digital + Social Media Strategy
- Initial Pitch Concepts
- Creative Direction
- Processing 1.0 Renders
additional team members
Lucas Kim - Initial Design Mock-UpsSean Branin - Initial Design Mock-Ups
Florian Fangohr - Initial Design Mock-Ups
project notes
With this pitch, we presented several ideas in tandem with narratives I created around the company’s brand and identity. One concept, From Many to One, is articulated below, and follows the more common ‘gridnick’ perspective, while another was created from a purely aesthetic perspective around the ideas of angular principles of modern freeform architecture.
project title
Various Logos
client
Various Clients / Personal
date
1995 - 2010
categories
Corporate Identity
primary role(s) for this project
- Art Direction + Design
project notes
Various logos and logo explorations from over the past several years, and few examples of their use.
project title
Worldwide Campaign Portal
client
Motorola / MTV
date
2004
categories
Website / Pitch
primary role(s) for this project
- Initial Pitch Concepts
- Art Direction for Web Design
project notes
This was to be a fairly simple and easily maintainable gateway for introducing Motorola mobile phone owners, to the ringtones, wallpapers, games and other content created by the 15+ MTV International mobile teams around the world.
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