McCain Foods
A Sustainability Report Design summarizing McCain's efforts of the year prior, as well as the progress made in each of their four pillars of focus towards a more sustainable future: Smart & Sustainable Farming, Resource-Efficient Operations, Good Food and Thriving Communities.
Project Brief
Internally produce a visually compelling sustainability report layout that effectively communicates McCain's continued commitment to sustainable practices, highlighting environmental achievements and progress to stakeholders—Leveraging the report as a strategic sneak-peak to their upcoming brand refresh.
My Role
I led the in-house design, creative direction and production of McCain’s Sustainability Report, which included curating and shooting relevant photography, and collaborating with Copywriters, External Communications, Public Affairs, Sustainability Executives and Senior Leaders.
Design Rationale
Circular graphical elements were introduced throughout the design as a segue into McCain's newly developed visual identity, which debuted shortly after the Report was released. This new visual language demonstrates an integrated, inclusive, and easily implemented design aesthetic—Intended to convey a sense of unity, and the aspect of continuous renewal and evolution across many contexts.
Circles are reminiscent of Inclusivity & Equality, Community & Connection, Cycles & Continuity and often symbolize seasons, or natural rhythms. These associations accurately represent McCain's corporate brand profile, their global reach, the diversity of their employees & products, brand values, and social responsibility commitments, all holistically coming "full circle."
Moodboard Inspiration
Final Design
