Joe Macfarlane Portfolio

Joe Macfarlane
Graphic design, art direction

I’m a Brooklyn-based designer originally from Salt Lake City, Utah. Besides designing, you may find me lifting heavy things, running (not fast), watching Formula 1, or trying every apple variety I can get my hands on. Take a look at some of my work, and reach out if you'd like to collaborate:

All Projects
Branding
Print
Web
Art Direction
Misc

Contact
Resume

LightArt Branding In-house
Complete brand refresh, including positioning, logo, color palette, typography, and guidelines for print collateral, advertisements, product photography, promotional emails, packaging, technical documents, etc. 2022–2024.

3form Brand Expansion In-house
Development of existing brand, including typography systems, website, iconography, print layouts, packaging and creation of sub-brands for new sales channels. 2017–2022.
Original brand by Standard Issue Design. Creative Direction by Matt Nieuwland, Adam Wester.

3form Website In-house
UI/UX, navigation, typography system, home and product pages created working directly with in-house development team. 2017–2022.
Creative Direction by Matt Nieuwland.

LightArt Clear Coil Photography In-house
Art direction & production for photoshoot showcasing range of styles and sizes of 3D-printed pendants constructed of 100% recycled translucent material. 2024.
Creative direction support by Matt Nieuwland. Photography by Derek Israelsen.

LightArt Coil Brochure In-house
Art direction & graphic design. 8.5x11” saddle stiched brochure. 2024.

LightArt Casper Imagery In-house
Art direction & production for photography and renderings showcasing modular profiles, lengths, joints, and LED capabilities of linear lighting product line. 2023.
Creative direction support by Matt Nieuwland & Ryan Smith. Photography by Derek Israelsen. Renderings by Dax Pettibone.

LightArt Website In-house
UI/UX, navigation, typography system, home and product pages created working directly with contracted development team. 2022–2024.

3form Design Collection Campaign In-house
Art direction & production for color campaign of translucent resin panels featuring a variety of patterns along 5 sales verticals. 2020.
Art & creative direction by Adam Wester, Matt Nieuwland. Photography by Kyle Ahlstrom.

LightArt Leave-Behinds In-house
Art direction & graphic design. Mixed dimensions. 2022–2024.

LightArt Sequence Imagery In-house
Art direction for photography and renderings demonstrating range of configurations and applications of modular acoustic lighting system. 2024.
Creative direction by Matt Nieuwland. Photography by Kyle Ahlstrom. Renderings by Dax Pettibone.