McDonald's
Working on McDonald’s was where I really sharpened my retail design expertise. Managing the constant rotation of in-store merchandising campaigns for over 1,400 locations across Canada was no small task. New product launches, ongoing core item promotions, monthly digital menu board updates, and region-specific pricing meant our team was constantly juggling multiple deliverables — often under tight turnaround times.
Every campaign required multiple kit versions, precise tracking, and careful coordination to meet both creative standards and operational realities. It was fast-paced, ever-changing, and intensely rewarding.
One of our biggest assets was having access to a full in-house photo studio — complete with a seasoned food stylist, prop room, customizable backdrops, and a working kitchen. Some weeks, we’d be shooting four or five days straight. The pace was demanding, but having an ice cream machine on-site definitely helped ease the stress, just sayin'.
Package Design
The holidays always kicked off early at Watt — in August, to be exact — when the first concepts for McDonald’s annual holiday cup design began. Each year presented a new creative challenge: how do you capture the spirit of the season in a way that feels fresh, on-brand, and uniquely Canadian?
As Creative Director of Design, I led the visual direction for multiple seasonal campaigns, and the holiday cups were always a personal favourite. They were a rare mix of whimsy, craft, and visibility — the kind of assignment every designer hopes for.
This is just one of the many cup concepts developed during my time at Watt. Once the final design was approved, it set the tone for the in-store merchandising and POS materials that followed — all produced on a tight, high-stakes deadline. It was fast and furious, but it wouldn’t be the holidays any other way.
Create Your Taste
In 2015, McDonald’s Canada launched Create Your Taste — an innovative self-ordering experience that invited customers to craft their own gourmet burgers from over 30 premium ingredients and toppings. This was a bold evolution for the brand, positioning McDonald’s not just as fast food, but as fast fine food. It was one of the first mass-market efforts to introduce restaurant-level customization through digital kiosks in Canada.
To support the rollout, we developed a cohesive suite of in-store materials including large-format window clings, tabletop menu cards, and exterior merchandising that reflected the elevated, chef-inspired tone of the campaign. Every touchpoint was designed to enhance the in-store experience and mirror the bespoke nature of the product — from rustic ingredient photography to clean, modern typography that echoed the premium feel of the new offering.
The launch was not only well received by customers seeking personalization, but also helped set the stage for future digital transformations across the QSR category. It was a standout moment in McDonald’s brand evolution — and a creatively rewarding one to help bring to life.
Cheers to Agency of the Year
When two of your agency partners are shortlisted for Agency of the Year, there’s only one thing to do: celebrate — McDonald’s style.
The client called that morning with a last-minute request for a congratulatory ad. By noon, we had a concept. By 3PM, our photographer was set to shoot.
This full-page ad ran in Marketing Magazine and other industry publications. The signature red-and-yellow McDonald’s straw served as a playful brand nod — subtle, but unmistakable — in a glass raised to Cossette and OMD’s incredible achievement.
Core Skills Brand Identity & Systems Design Leadership & Mentorship Creative Strategy Concept Development Campaign Development Art Direction Cross-Functional Collaboration Client Presentation & Pitching
Food Photography
During my time at Watt International, the in-house photo studio wasn’t just a bonus — it was the beating heart of the creative process.
Nearly every McDonald’s visual asset we created passed through that space: from oversized window clings to promotional packaging and digital menu boards. The pace was fast, the expectations high, and the studio was booked almost daily.
Agency: Watt International
Creative Director: Jeff Wilbee
Art Director: Caitlin Harel, Olivia Viola, Natalie Lake
WILBEE 2025 | graphics | design | advertising