ABOUT

Working closely with the Creative Director, I was responsible for the artwork, production, and development of a comprehensive campaign toolkit and style guide for McDonald’s UEFA Euro 2016 activation. The project was designed to provide McDonald’s teams and agency partners across Europe with a consistent framework for implementing the campaign across multiple markets and touchpoints.

My role involved producing the master guideline document, creating and preparing campaign assets, developing artwork templates, and ensuring brand consistency across a wide range of applications, including POS, packaging, promotional materials, in-store communications, and marketing collateral. I worked extensively in Adobe InDesign and Photoshop to build a scalable toolkit that could be easily adapted by local markets while maintaining creative integrity and brand standards.

The final deliverable served as the central reference for campaign rollout across Europe, enabling regional teams to efficiently localise and execute campaign assets while ensuring consistency across all customer-facing communications.

Responsibilities:

* Development and production of campaign guidelines and toolkit documentation
* Artwork creation and production across multiple campaign assets
* Template creation for localisation across European markets
* Collaboration with Creative Directors, Designers, and Account Teams
* Quality control and brand compliance across all deliverables
* Preparation of print-ready and digital assets for implementation