Ronald McDonald House Charities

I created a POS campaign to drive awareness for the charity and promote a new range of toys developed for in-store sale. The creative approach focused on a playful look and feel to reflect the children’s charity, with a sense of magic brought to life through a castle backdrop, rainbow, and blue sky symbolising happiness and hope.

To give the toys personality, we named them (e.g. Danny the Dragon and Una the Unicorn). I used a hand-drawn, childlike font for the CTA, and for the internal poster I illustrated a family in a house in a crayon style, as if drawn by a child.

The campaign included a menu board takeover and digital poster I created the storyboards and collaborated with the Motion Team to bring them to life. I also developed the idea of character-themed eye masks, briefing an illustrator on the designs and creating games for the reverse side.

I also designed a toy holder for customers who wanted to purchase the full set of four toys, adding a collectible element to the range.

Additional touchpoints included a tray liner, kiosk home screen, and till wobbler, ensuring a cohesive in-store experience.

CONCEPT TO COMPLETION:

• Key art

• Games & activities

• Kit rollout

• Illustration