McDonald’s
The Golden Arches, World Famous Fries, Big Mac Sauce. These are words that are a part of every household across the globe, and impact the local communities and their residents that fuel the McDonald’s empire. The question is simple: how does Sandlot + Co. make the Golden Arches feel less like a corporation, and turn the focus towards the Owner Operators and their employees that help feed their communities?
Photography
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Videography
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Social Media
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Internal Resources
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Logo Design
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Photography • Videography • Social Media • Internal Resources • Logo Design •
The Problem: How to make global feel local?
During a long roadtrip, a late night out with friends, or a crunch-time rush to work, the common denominator is McDonald’s; an oasis when you need good food, fast. This superpower of fast food faces only one issue: “How do we make people think of McDonald’s as less of a corporation, and more as a community member?” During my time at Sandlot + Co., I was able to work with over 45 individual owner operators and give World-Famous Fries a hometown flavor with empathetic and community-based marketing.
The Fix: Patties and Personality.
Focusing in on the stories of McDonald’s franchise owners and their employees, each piece of media produced adds a personal touch to an already reliable brand. Materials spanning from photography, videography, social media, targeted advertising, internal training documents, logo designs and beyond are crafted with traditional McDonald’s brand values in mind, but are infused with the history of franchise owners and the cities they operate in to give each client their own unique flavor.
