For the first time ever, McDonald’s took its largest global event international—welcoming over 12,000 attendees from 115+ markets to Barcelona. The event marked the debut of the brand’s evolved, multi-dimensional visual identity– and a massive opportunity to reimagine the experience from the ground up.
As Senior Designer, I co-led the event design with my Design Lead, shaping everything from the venue interior and exterior branding and wayfinding to immersive interiors across the three Experience Hubs, McCafe designs and the Fan Store. We developed a comprehensive style guide for partners, managed over 1,300 assets across print and digital—and worked across teams to bring the new identity to life at scale.
I also coined the event’s official tagline—ba da ba ba Barcelona—in my first month at McDonald’s while mocking up early concepts. What started as a placeholder ended up on everything from signage to keynote screens.
Design
Art Direction
Creative Development
Team
McKenzie Moore (Design Lead)
Ramzi Husein
Alyssa Koumaras