Responses by Peter Ignazi, chief creative officer, Cossette
Background: The purpose of the project was to create a unified wayfinding system to direct people to their nearby McDonald’s restaurants. Our target was a McDonald’s-loving commuter, so the boards had to be clear, simple and recognizable for drivers on the road.
Reasoning: Pretty soon, after we started working, we noticed that the directions were already right there in the logo. By cropping the golden arches into a directional path, we transformed an underutilized space into a unified design system adaptable to any market around the world.
Challenges: One of the most challenging aspects of the project was deciding the final layouts. We ended up with a number of options for type arrangement and proportions, and when we circulated them internally, everyone seemed to like something different. In the end, we went back to the original purpose of the campaign, and decided the most simple and legible design was the best.
Favorite details: It’s not so much the details that we’re proud of, but more so the lack of them. We managed to reduce the boards down to only what was absolutely necessary, while still being really clear.
Visual influences: We’re always inspired by great, simple design, in particular, design that is actually useful. One example is the IBM “People for Smarter Cities” outdoor campaign that transformed the billboards into a shelter, ramp and bench.
Specific demands: This project required the right locations for the billboards, which was a more difficult task than we assumed. We worked closely with the media agencies OMD and Novus Media to find the best boards in close proximity to McDonald’s restaurants.