For McDonald’s, opening in a new market for the first time in 15 years was momentous. Citizens of Vietnam, saw the opening either as a symbol of economic growth, or met it with questions of relevance. With McDonald’s, we established two goals. One, spotlight the history-making aspect of the opening. Second, create conditions for the restaurants to acknowledge the neighborhoods in which they open.
We first developed a ‘commemorative identity’ for McDonald’s Vietnam, complete with a unique logo. The logo became a pin, dawned by both key stakeholders of the company, as well as the entire operations team. The ‘commemorative identity’ worked into limited-edition merchandise. Like an olympics identity, this one was to celebrate a time and place and would be considered collectable memorabilia.
- Creative Director