Client: McDonald’s | Role: Creative Director | Agency: Grassroots America
McDonald’s wanted to strengthen its culture of recognition among corporate employees—but their existing tools weren’t cutting it. The system felt generic, underused, and didn’t reflect the company’s brand or spirit. Recognition felt like a formality instead of something meaningful.
Design a global, easy-to-use recognition platform that made appreciation feel personal, on-brand, and genuinely rewarding—while encouraging regular use across teams and leadership levels.
As Creative Director, I led the transformation of our white-label platform into Amazing Accolades, a fully branded, high-touch experience tailored to McDonald’s:
Branded the platform from the ground up—moving well beyond logo swaps to create a vibrant, custom visual language that felt unmistakably McDonald’s.
Enabled peer and manager recognition with thank-you e-cards and reward points that employees could redeem however they liked.
Integrated milestone celebrations like birthdays and work anniversaries, making recognition consistent and holistic.
Launched with a strategic comms plan to drive adoption and excitement, from teasers to training materials.
The platform quickly gained traction, with employees actively sending and receiving recognitions. “Amazing Accolades” helped make appreciation feel effortless and authentic—and embedded it into McDonald’s day-to-day culture. It became more than a tool—it became part of how people worked together.
Kudos to the team: Web designer, Frank Aguilera, graphic designer, Celeste Boadas and copywriter, Laurence Joly.