MCDONALDS
During my years at IMS, inc. as a Sr. Designer, I specialized in branded merchandise and point-of-sale displays. McDonalds trusted the agency to fully manage and determine their branded merchandise. Apparel and goods focused towards McDonald’s employees and consumers around the US. My role here was a fully start-to-finish approach to merchandise from conception, to printed catalogs, to website support and email campaigns.
MCDONALDS SEASONAL CATALOGS
2D DESIGNER / PHOTOSHOOT DIRECTOR
The Challenge:
Manage and support seasonal catalogs of McDonald’s merchandise that drive sales.
The Approach:
From researching emerging trends and curating a cohesive catalog to directing brand-aligned photoshoots and executing targeted online marketing, I manage the end-to-end creative and strategic process for brand development.
The Result:
Seasonal catalogs that included best-selling McDonald’s branded merchandise, apparel and goods for both employees and consumers along. Followed with continued digital support and marketing efforts.
4 Months Out
The process began with researching style and trends of various target audience. Using my research, I would curate style boards for client and team presentation that would help shape branded merchandise look and feel for upcoming seasonal catalog.
3 Months Out
During the most intense phase of catalog development, I simultaneously designed branded merchandise, developed the photography shot & prop list, and built the catalog layout — balancing creative execution with strategic planning to ensure a cohesive and timely final product. Some products were simple logo drops, while others required fully customized design layouts.
2 Months Out
Around this time, finalized products would start arriving from vendors. Every item would need to be inspected for color and layout accuracy to ensure each product aligned with McDonald’s branding practices and standards. Items would then be shipped to the photography studio. On-site at the studio, I would simultaneously assist with propping and directing lifestyle shots & directing static product photography in an appealing layout, all while keeping the overall catalog restrictions and page layout in consideration.
1 Month Out
Crunch time for catalog layout included editing photos from the photoshoot to adjust color, removed backgrounds, add shadows, ect. Final layouts and information were added at this time to include product descriptions from the copywriter and SKU numbers. Social media and website assets were also designed during this time to promote catalog launch.
Drop Date
Once seasonal catalogs were shipped out, continued digital support and marketing were required to promote products and boost sales. These included: various email blasts with A/B testing standards to curate better impact for future promotions, facebook & instagram adverts and marketing, website and google ad banners for targeting campaigns and website support for sales and product feature highlights.
