Design and Brand Direction

McDonald’s Social

Role: Head of Art for Digital at Leo Burnett London

Delivering consistent, high-impact content across McDonald’s social platforms

The challengeMcDonald’s social channels lacked visual consistency and polish — resulting in a disjointed brand experience that didn’t reflect the quality of the product or the scale of the brand. With content being produced by multiple teams — both in-house and through third-party agencies — there was a clear need for guidance to ensure everything looked and felt consistently on-brand.

I designed, art directed, and wrote the content for this comprehensive document, creating a clear, practical toolkit to unify McDonald’s visual presence across social.

Providing practical guidanceI created a Social Playbook — not a rigid rulebook, but a clear, easy-to-use set of best practices. Written in a friendly, accessible tone, it was shared across preferred agencies and internal teams to help everyone create content that looked great, felt consistent and truly engaged McDonald’s audiences.

2025 | Instagram | LinkedIn