A project investigating the power of branding and conceptual design thinking to transform the visual identity and design language of existing brands.
McDonalds
Conceptual Design Project
The Brief
The goal was to identify a brand and reposition it in a new market to address a global issue projected to worsen in the next 15 years.
Focusing on McDonald’s, this project reimagines the fast food chain as a lifestyle brand entering the fitness wearable/tech market, aiming to align with future consumer needs & trends in smart health.
The Golden Collection
Inspired by McDonalds, not affiliated.
The Golden Collection promotes accessible environments for children to enjoy the benefits of being physically and socially active.
The collection features a product ecosystem of six smart devices, each contributing to a narrative that imagines a reality where McDonald’s launches a collection of lifestyle products.
Each product tackles different barriers relating to opportunity, fear & embarrassment, and safety / accessibility. These products work together to eliminate all systemic and societal barriers to sport, ensuring families around the world can stay active.
Informed by ethnographic research into emerging urban challenges, this concept explores how design could transform negative brand perceptions into a positive social influence for communities.
Product Concept
A fun, playful approach.
One of the six, the McScout is an activity tracker designed to improve safety and accessibility to green spaces in low-income neighbourhoods.
It projects a user-friendly schematic map of the local area, allowing parents to monitor their children’s activities and whereabouts while they play outside in the neighbourhood.
By increasing transparency, the McScout helps parents feel confident that their children can safely develop healthy exercise habits in outdoor spaces without requiring constant supervision.
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The projector uses ultrasound transceivers to track hand movements that control/cast live projections onto nearby surfaces.
It then emits soundwaves to produce haptic feedback in response to the user’s interaction with the map.
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User-friendly schematic maps are cast onto nearby surfaces to provide the user with real-time updates on their child’s current location.
When the child’s beacon is selected, an animated live feed of their current active status will be displayed to better help parents supervise while their child engages in physical activity.
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The projector attaches to its charging dock using magnets, supporting wireless charging and portable use.
A built-in LED on the dock illuminates when the projector is recharging.
Storyboard : User Interaction
Concept Development
With safety and connection at the core of the design solution, a series of sketch ideations were developed to explore concepts of a portable smart device that uses simple, intuitive communication methods to display real-time, situational messages to the user..
Visual communication methods that were explored included: color, heart rate monitoring, haptic feedback, and holographic projection. These concepts were evaluated and merged into a single, cohesive idea, which then underwent further form development and iterative ideation to arrive at the final design.
A watchful eye.
Swipe to see the McScout in full detail.
I would love to share more about my design process with you! If you have any questions, need more information, or just want to chat about my work, feel free to connect.
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