MCDONALD’S
‘THE WRAP’ IDENTITY

When McDonald's aimed to refresh its connection with a mostly Gen Z workforce, our answer was “The Wrap.” This monthly internal TV series adopted a social-first video strategy, allowing McDonald's Crew members to step into the spotlight as presenters, crafting engaging content for their peers. The brand identity drew inspiration from McDonald's rich heritage, while infusing a nostalgic MTV vibe, resulting in a unique and recognisable brand mark across their internal channels.