Pixelmuse - McDonald's Kick Off 2025

Client
EventWorks
McDonald's Denmark

Role
Graphic design
Digital design
Logo design

Year
2024

McDonald’s Denmark Kick Off – Design & DJ Performance

The Kick Off is McDonald’s annual internal gathering, bringing together around 700 participants to reflect on the past year, share future strategies, and celebrate outstanding employees and restaurants through an award show of impressive scale.

For several years, I have collaborated with EventWorksdk as a freelance designer, contributing graphic design to a wide range of events. In this project, I had the unique opportunity to combine design with my second passion, music. Not only did I create the visual identity for McDonald’s Denmark Kick Off, I also performed as a DJ at the large-scale afterparty, fittingly named McDonald’sland.

My role

Working with a global brand like McDonald’s comes with clear design guidelines, but an internal event like this also allowed room for creativity. I contributed across several areas:

   •   Logo Design – supporting the event theme “Empower Our People”
   •   Graphic Design – banners, flags, posters, table displays, invitations, and nearly 60 presentation slides for the big screen
   •   Afterparty Visuals – custom McDonald’sland logo, flyer, and creative elements for the nightclub experience

Impact

The result was a cohesive and engaging visual identity that elevated the event atmosphere and aligned with McDonald’s brand standards, while still leaving space for a creative twist. On top of this, performing as DJ at the afterparty, alongside headliner Rune Rask, brought an exclusive nightclub energy that matched the scale of the celebration and delivered a memorable experience for all attendees.

The Year That Passed 2024 - Movie Poster

As part of the event experience, a short film titled “Året Der Gik”, Danish for “The Year That Passed”, was shown in the lobby. The film highlighted key moments from life inside McDonald’s Denmark throughout 2024. The original concept was to create a dedicated, closed-off cinema space in the lobby, with this poster placed outside to mimic the atmosphere of a real movie theater. Due to time constraints, the setup evolved into a simpler but still engaging solution: the film was screened in an open lounge area where attendees could sit down, relax and use wireless headphones for an immersive viewing experience.

McDonald's "Walk Of Fame"

Before entering the main event space, every attendee walked through a dedicated “Walk of Fame”, a tunnel lined with photos of nearly every McDonald’s employee in Denmark. The installation served as a visual celebration of the people who keep the organization running and reinforced the event theme “Empower Our People.” It created a moment of recognition and pride, setting the tone before guests stepped into the main program.

Conversation starters and much more...

The event lobby had lots of banners, flyers, posters and other things to support the McDonald's brand and main theme of the event.

A lot of slides...

A lot of slides was also created to help during all of the talks during the daytime schedule. Some also involved animation and motion graphics which my good friend Jørgen Stæhr helped out with.

McDonald'sland - The official after party

To round an even off like this you need to have a proper after party and this event was no different. A separate logo and mini visual identity for "McDonald'sland" was created to get everyone hyped.

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Thank you for watching.

For feedback or work inquiry you're welcome to contact me.

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