Collaboration is a pillar of Rule29’s approach, and our work with McDonald’s creative team is a perfect example. We led the development of a variety of projects for McDonald’s B2B and B2C communications.

Services Provided

  • Logo Design

  • Iconography

  • Brochures and Sales Collateral

  • Annual Report

  • Campaign Strategy

  • Social Campaigns

  • Digital Advertising

  • B2B Website Design

  • UX and UI Development

  • Social Media Marketing

  • HTML Emails

  • PowerPoint Presentations

  • Infographics

  • Custom Illustrations

  • Animation and Motion Graphics

  • Stop Motion

Project Overview


  • McDonald's faced ongoing challenge of effectively extending their team concept

  • Often sought external assistance for swift turnarounds and fresh perspective on communication projects

  • Recognized need to seamlessly integrate external support to complement internal capabilities and redefine branding approach


  • Provided McDonald's with specialized support on unique communication projects

  • Acted as an extension of their team, seamlessly integrating with various departments

  • Collaborative approach facilitated timely delivery of fresh perspectives and enhanced overall communication strategy


  • Provided specialized support on unique communication projects, acting as an extension of McDonald's team

  • Seamlessly integrated with various departments to address ongoing challenges and sought external assistance

  • Collaborative approach facilitated timely delivery of fresh perspectives and enhanced overall communication strategy for McDonald's

Inside the Arches

McDonald’s has local and global teams that are working hard to enhance their offerings and educate owners-operators to continually improve their service. With this in mind, it's important to have distinctive and brand-aligned marks to help these events, programs, and initiatives stand out and rally engagement.

Visualizing the Possibilities

Here, we shared several ways to design a department environment to stand out from the rest. We helped conceptualize and then worked to bring that vision to life.

They provide services that go beyond branding – they’ve become our daily design partner.

Tina Zabel

Design Lead, Agency One Twenty-Three, McDonald's Corporation

Strengthening a Global Community

We collaborated with McDonald’s on a variety of annual report assets, which included a cover that was created to capture the essence of their mission: community. The cover design visualizes this with an illustrative approach, bringing together a variety of icons and illustrations arranged in a circle to represent a global reach, and finally, it is anchored in the center by the signature smile. As we strive to do with all of our work, we focused on bringing an emotive presence and sense of authenticity to the piece from the cover to the interiors.

Mobile Order & Pay

McDonald’s move into the mobile ordering market required some fun and engaging character illustrations to help them promote and train their employees.

More Than Just Big Macs

McDonald’s has wonderful campaigns and initiatives but needed some support when it came to sharing them on social media. With such a well-known brand, we were eager to help. We began by creating visual graphics and animations to represent their product line, and seamlessly integrated them within the overall message for their important campaigns, reports, and projects. Needless to say, McDonald’s and their customers are lovin’ it!

Infographics & Illustration

Our team transformed complex concepts into visually stunning infographics and illustrations to communicate key brand messages. The illustrations served a dual purpose – beyond adorning marketing materials, they became integral tools for employee training, offering a visually engaging and memorable way to convey essential information.

Infographics transformed complex concepts, adorn marketing materials, and serve as essential employee training tools.