McDonald's enhanced CRM engagement by aligning its new visual identity with its email loyalty program, creating a modern, joyful, and consistent experience to strengthen connections with loyalty members.
Client:
McDonald's
Role:
Lead Digital Designer
Skills:
Email, Web Design, CRM, UX/UI
Timeline:
Q3 2024 - Q4 2024
Team:
Will Barnes
McDonald's sought to elevate CRM engagement by aligning its newly revamped visual identity with its email loyalty program. The project aimed to extend the brand’s modern and joyful aesthetic into digital touchpoints, ensuring a seamless experience for users. By redesigning email communications, the focus was on creating a consistent visual language that not only reflected the brand’s refreshed identity but also enhanced the overall user experience.
The emails featured a Modular design approach with bold colors, iconic illustrations, and simplified layouts that mirrored the new packaging, while incorporating personalized offers and loyalty rewards tailored to customer behavior. This design approach not only reinforced brand recognition but also deepened emotional engagement with McDonald’s loyalty members. Results included higher open and click-through rates, improved reward redemptions, and a stronger, more unified brand experience across both physical and digital platforms.
