the case study

McDonald’s Italy needed a scalable retail design system—fast, consistent, and appetite-led—across every restaurant touchpoint. At Leo Burnett, we won a landmark pitch to lead that transformation.

I created the sandwich iconography and “menu logos” that became the system’s signature, then built and led a dedicated team of six designers to deploy it nationwide. From production and photography supervision to in-store rollouts and guidelines, we turned everyday menus into brand assets—store after store.