McDonald’s
Curiosity Club
The global team at McDonald’s wanted to create a new internal brand to help them embrace a culture of curiosity, whilst providing a home for explorative content and an opportunity for their internal teams and employees to explore the future together.
We developed a concept called ‘Curiosity Club’ which now inspires people across the organisation on future facing topics and helps to build a strong network of curious employees. The idea was to bring the outside in, giving external experts a platform to engage employees and link the future back to today, providing actionable insights along the way.
Underscore created a visual identity suite for Curiosity Club that celebrates multiple themes including exploration and innovation across everything from emails to event posters
Embracing curiosity means unlocking organisation wide value.
Businesses that cultivate a culture of curiosity and learning are 17% more profitable than organisations that don’t support a learning culture.
“Maintaining a sense of wonder is a critical component of innovation.” Francesca Gino, Behavioural scientist and management expert
Businesses that cultivate a culture of curiosity and learning are 92% more likely to develop novel products and processes.
We now have everything up and running, and it’s been a great success so far. We couldn’t have done it without Underscore’s help and support.
Head of UK Marketing at McDonalds
