Why did AMEX engage Kylie a Senior Consulting Visual Designer?
With the success of their recently launched Made for Family hub, McDonald's sought to create a happy place for everything to do with kids: Happy Meals, toys and birthday parties.
The birthday parties booking platform was overhauled and given a streamline process linking to the user's 'mymacca's' account. Inspired by the physical process of creating party invitations, I wanted to create a fun environment, perhaps nostalgic in what (I'm sure) can be a somewhat stressful time.
Happy Meals has a dedicated menu page that offers nutrition information and preview available toys. The opportunity to compile your Happy Meal items and review nutrition information is significant for many parents. Chop and change your happy combo until you're satisfied, then order online.
'Happy' is the face of Happy Meals. Header and footer belong to the McDonald's global brand.
What Kylie do.
Lead The brief keeping primary art direction was established in line with the GT brand: typefaces, lustful photography and romantic writing style, whilst incorporating AMEX characteristics. Each illustrated icon (highlights below) reflects its destination using a simple colour palette and geometric base.