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ECD/SCW. Why not take on McDonald’s? An ambitious Quick-Service Restaurant serving one of the busiest lunch crowds in the world, I joined this start-up as a copywriter, and was later asked to lead all creative. I worked closely with the owners, architect and tech team to create the branding, mission statement and tag line, brand promises, signage, digital menu boards, unique in-store ordering system, customized ‘green’ packaging elements, uniform design, as well as the UX and content development of the web site, name generation and menu development, and a social media campaign “How would you de-junk NYC” campaign. www.4food.com