Big Arch

It’s not every day McDonald’s launch a new icon, so naturally, we’ve gone big with this campaign. Tasked with creating the global visual identity for Big Arch, this wasn’t the time to think small.

Photography: Big
Typography: Big*
Branding: Big
Media sites: Big

*We partnered with Dalton Maag to create a new cut of McDonald’s signature type; Speedee, appropriately called Speedee Big to be used exclusively for Big Arch. The default tracking for Speedee Big kept characters squeezed up against one another, creating a feeling that everything was too big for the frame. 

TVC Credit: Zoe Davies, Kerry Donnelly. A couple hidden details below:

PR ideation ahead of the launch:

Client: McDonald’s

Agency: Leo Burnett

Lead Design: Harry Ingrams

Head of Design: Dave Allen

Motion Design: Bey Redding-O'Brien

Creative: Zoe Davies, Kerry Donnelly

ECD: Andrew Long, James Miller

Photographer: Scott Grummett

Type Foundry: Dalton Maag

Retouching: Prodigious

Project Management: Laura Taylor

Account Director: Nic Kuan