Faust

McDonald's Corporation / Worldwide CSR Report 2006

With their third Corporate Social Responsibility Report, McDonald's Corporation set out to focus on materiality and transparency. From a corporate standpoint, the effort was venturesome: to peel away artifice in order to project objectivity, make content accessible and invite engagement. The challenge for us was to prevent the design from co-opting the content and, thus, the reader. The sincerity of this report had to seem apparent and unmistakable on first glance; this was achieved by circumventing a typical cover presentation and diving straight into a dialogue. Inside, we employed a design calculated in its subtlety both in execution of layout and photography. The design was sophisticated in its pacing, structure and coherence—all which were challenging to maintain given the depth of the report but critical to the “Open” and accessible read. Faust provided concept, design, art direction, production and print management.

Printing: Lake County Press. Paper: Mohawk Options PC100.

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