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Copy? Who Needs Copy?

Copy? Who Needs Copy?

McDonald’s is rolling out a new advertising campaign. It’s very, very simple: 6 of their main menu items appear as icon-style illustrations, with no copy except a tiny Golden Arches symbol next to the graphic. This is the latest incarnation of a design driven campaign from McDonald’s French advertising agency, TBWA Paris, and we think there’s a few really nifty aspects to it:

  • Speed of communication:

    Viewers know almost instantly what’s on offer, without any need to read

  • Universal communication:

    McDonald’s is a global brand. Their customers speak many different languages, including English, Spanish, French, Mandarin and more. These ads can be used to reach all of these customers, without any need for translation.

  • Scalability:

    Good design means these ads will display well at many different sizes, from the tiniest smartphone screen to billboard size.

The benefits of this graphics-driven campaign are certainly appealing to McDonald’s. They should be equally important to the majority of small business owners. Consider if you can apply the same concept to your own brand. For example, a bridal retailer might identify themselves with a stylized image of a wedding gown, while a plumber might use an image of a toilet. It can take quite a bit of thought to reduce your business to a single distinct image or suite of images, but this exercise will really help clarify what your company’s about and why your customers seek you out.

McDonald’s appears to be using this campaign primarily for advertising. There are other ways the campaign can be deployed. Retailers could develop a suite of images for their different product lines and use them as signage within the store. There are numerous digital marketing applications, from distinctly branding different sections on your website to regular deployment via social media as a brand building endeavor.

mcdonalds-smA graphics-only campaign can be a valuable addition to your current marketing mix. Over the long weekend, why not ponder how you can adapt this concept to better build your business?

Need help making it happen? Give us a call. We’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office