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McDonald’s x Pride
CASE STUDY: McDonald's
SERVICE: Art Direction, Graphic Design, Type Treatments
Approach
To celebrate Pride through McDonald’s lens of inclusivity and connection, I developed the visual language and type system for a content campaign that connected the joy of Pride with McDonald’s universal brand warmth.
Working closely with the creative team, we crafted a series of digital and social assets centered around four pillars — Visibility, Unity, Empowerment, and Celebration. Each pillar highlighted a different facet of LGBTQ+ pride through storytelling, design, and community engagement.
Solution
For this campaign, I led the development of all graphics and type treatments across multiple digital platforms, using bold, colorful layouts inspired by the Pride flag and McDonald’s iconic brand palette. The visual system balanced vibrancy with clarity, giving each pillar its own distinct presence while maintaining a cohesive campaign look and feel. Through thoughtful storytelling and design, the work brought to life the themes of Visibility, Unity, Empowerment, and Celebration—highlighting community stories, allyship, DEI initiatives, and nationwide Pride partnerships—reinforcing McDonald’s commitment to inclusivity and connection.
Impact
The campaign helped McDonald’s amplify its ongoing DEI message, reaching both internal teams and customers during Pride Month. The graphics unified a complex, story-driven initiative under a single, recognizable visual system that felt joyful, inclusive, and distinctly McDonald’s.
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