McDonaldland
tms | 2025 | Website redesign, digital branding, UX/UI, character integration | Freelance Art Director
McDonald’s wanted to revive the nostalgic McDonaldland universe, featuring classic characters like Ronald McDonald, Grimace, and Hamburglar, for a new digital generation of kids and parents. The original web presence was outdated, static, and disconnected from the fun and wonder the brand was known for.
Goals:
Modernize the McDonaldland website as a brand experience hub
Blend nostalgia and innovation for a multigenerational audience
Support cross-channel storytelling (toys, Happy Meals, mobile app, etc.)
Prioritize accessibility, playfulness, and mobile-first design
Creative Direction Statement:
Bring McDonaldland to life as an immersive, interactive digital world, a place that feels like a cartoon theme park crossed with a storybook website. Each character gets a “zone,” and the user gets a “passport” to explore.
Visual Themes:
Bright, saturated colors inspired by Happy Meal packaging
Rounded, bouncy UI elements with playful microinteractions
Custom illustrations and animations of McDonaldland characters
Nostalgic nods to the ‘80s/‘90s aesthetic—updated for modern UI standards
Moodboard Keywords:
Imaginative
Whimsical
Interactive
Family-friendly
Responsive
Tools Used:
Figma (UI + Prototyping)
Illustrator (Illustrations & Icons)
Photoshop (Map)
Final Deliverables
Fully designed and prototyped McDonaldland website (desktop + mobile)
Custom illustrations and animations for 24 character zones
UI component library + style guide for McDonald’s internal dev team
Designing for McDonaldland was a rare mix of storytelling, character design, and UX thinking. The challenge was to balance nostalgia for parents with the interactive expectations of Gen Alpha, without overwhelming either.
