Reel It In

McDonald's is the only global restaurant company to serve Marine Stewardship Council certified fish at every U.S. location. To help explain the importance of fishing sustainably, McDonalds + Golin created the card game "Reel It In!". I designed and illustrated the cards and box, collaborating with the Golin creative team.

Reel it in! card game with colorful fish illustrations spread on a wooden table alongside McDonald's packaging.

Two game cards: one with blue waves pattern, the other titled 'Reel it in!' featuring colorful fish illustrations and text about a sustainable fishing game for ages 6 and up.

Set of blue cards fanned out, with the front card showing colorful cartoon fish and a wooden sign that reads 'PLEASE MAKE SUSTAINABLE CHOICES' below the text 'Keep Oceans Healthy'.

Illustration of a smiling pink and red fish with visible scales on a white background.

Comparison of uppercase and lowercase alphabets in Plinc Regatta and Century Schoolbook fonts.

People playing the card game 'Reel it in!' around a wooden table with a McDonald's cup and a cardboard box nearby.