McDonald’s: Thank You Crew

In 2021, McDonald’s introduced a new initiative called Thank You Crew to honor its employees and elevate the recognition they receive. However, a year later, it became apparent that the program's branding required a reevaluation. I was tasked with rebranding Thank You Crew with the goal of infusing authenticity, a human-centric approach, simplicity, and meaning into the initiative.

The initial stages of brainstorming led me to the concept of crafting a logo that emulates a name tag. What’s more personal to an employee than their name tag? A handwritten font was chosen deliberately to give the impression that a Crew member had used a sharpie to fill out their badge on their first day. Another intentional design choice involved setting the logo slightly off-kilter, lending it an organic feel and mirroring the askew appearance of a Crew member's name tag after a demanding shift. Together, these elements tied in the authenticity the program was missing.

In addition, the layout of the logo was designed with flexibility in mind, allowing for the spotlighting of individual Crew members by substituting the word "Crew" with their names in specific assets.