McIllustrations to boost morale and teamwork. The “Feel-Good Marketing Awards” is the internal marketing ceremony at McDonald’s.
Every year, they celebrate their best global marketing campaigns alongside the creative excellence that moves both culture and business. Fourteen awards were presented across various categories, and we were invited to develop the concepts and designs for each award, as well as a collection of title cards for the event’s interactive segments. Our main objective was to create fun and playful visuals that reflect McDonald’s iconic brand personality. 
We drew inspiration from classic Boy Scout patch imagery, reimagining it as an extension of the brand’s ecosystem. 
The goal was to boost morale among team members, to build rapport and excitement throughout the night. In a space that’s often competitive, our goal was to unite the global teams in a shared celebration of their contributions. We wanted to emphasize the significance of their role in something bigger than themselves: being part of the McDonald’s family.