As one of the most iconic brands in the world, McDonald’s has embodied happiness for over 50 years. While its business is built on consistency, the global identity had become fragmented and inconsistent. So in 2018, McDonald’s hired Turner Duckworth to refresh its visual identity from the ground up to fulfill its brand promise: making delicious, feel-good moments easy for everyone.
In collaboration with the Brand New School, 70 animations were designed and projected on the biggest stages in the world, Times Square for the grand reveal of McDonald's new visual identity. Each and every animation was purposefully topical, contextually relevant and culturally fueled, transforming McDonald’s new design into a force for feel-good moments.