Our work Archive

Illustrating success

January 2016

McDonald’s UK wanted to communicate its recent sustainability progress to a range of stakeholder audiences in a concise yet engaging and informative way.

Serving up effective communication

McDonald’s, one of the UK’s largest food chains and one of the biggest customers in the country’s agricultural sector, recognises the responsibilities that come from having a large supply chain and a significant presence in many communities.

Engaging stakeholders – from parliamentarians and other governmental stakeholders to charity partners and community ‘Tidy Groups’ – is a key part of the company’s approach to sustainability. We worked with McDonald’s to develop a Sustainability Update that would demonstrate its progress over the previous two years with regards to these audiences. The challenge was to present information that shows the company is serious about sustainability but to do so in a fun, engaging way that mirrors the McDonald’s brand. The key messages were also cascaded to UK employees through a series of posters for offices and restaurants.

The illustrative approach highlighted McDonald’s sustainability stories while providing an instantly recognisable visual brand.

Creative design

Our approach was to combine short, factual statements covering McDonald’s activities and successes with humorous headlines. By developing a double-page spread for each key area of activity, we were able to present a series of compelling narratives.

To complement this, well-known elements of McDonald’s products – from drinks cups and buns to their classic fries packets – were cleverly incorporated into playful, cartoon-like designs throughout the report.

What we did

  • Communications strategy consultancy
  • Copywriting and editing
  • Creative and concept design
  • Print design and artwork
  • Information design

McDonald’s UK, part of the worldwide McDonald’s Corporation, is one of the country’s largest food and restaurant chains, with around 1,200 outlets throughout the UK. The company employs around 100,000 staff, making it one of the largest private-sector employers in the UK. On average, it serves more than 3.8 million people each day.

We’d love to hear from you, so please get in touch

  • London map


    31-35 Kirby Street, London EC1N 8TE, UK

  • Cambridge map


    Flag Communication Ltd, Compass House, Vision Park, Chivers Way, Histon, Cambridge, CB24 9AD, UK

  • New York map

    New York

    WeWork, 311 W 43rd St, New York, NY 10036, USA