About

Multi-disciplinary design delivering trust-building experiences via optimized design systems informed by data-based insights.

Contact

Boulder, CO (MST)

EM sky@macfadyen.co
WEB macfadyen.co
IG @macfadyen.co

Capabilities

Creative strategy

Brand Story & Voice
Art direction
Editorial systems
Campaign development
GenAI workflows
Design operations
Agency collaboration

Brand Identity & Design

Brand guidelines, governance, and enablement
Dynamic design systems
Visual identity
Illustration & Iconography
Photographic direction

Experience

Data visualization
UI Dashboards
Books / Brochures / Magazines
Environments & Exhibitions
Packaging
Digital & Print production
Websites

Toolbelt

Design

Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Figma
Blender
OnShape
Keynote & PowerPoint

Data

Sheets
Looker & Looker Studio
BigQuery

Languages

HTML
CSS, SASS
Python
JavaScript
TypeScript
Three.js

Admin

Google Workspace Administrator
Jira Administration
Slack, Discord
Asana, Monday, Etc.

Library

If you are local and would like to borrow any of the books below, please let me know.

Logo Modernism
Hardcover
November 8, 2015
R. Roger Remington (Author)
Link on Amazon

Logotype (Mini)
Paperback
October 11, 2016
Michael Evamy (Author)
Link on Amazon

Symbol (Mini)
Paperback
September 16, 2014
Steven Bateman (Author), Angus Hyland (Author)
Link on Amazon

The Typography Idea Book: Inspiration from 50 Masters
Paperback – Illustrated 
August 23, 2016
Steven Heller (Author), Gail Anderson (Author)
Link on Amazon

The Logo Design Idea Book: Inspiration from 50 Masters
Paperback – Illustrated
August 6, 2019
Steven Heller (Author), Gail Anderson (Author)
Link on Amazon

The Illustration Idea Book: Inspiration from 50 Masters 
Paperback – Illustrated
November 13, 2018
Steven Heller (Author), Gail Anderson (Author)
Link on Amazon

The Graphic Design Idea Book: Inspiration from 50 Masters 
Paperback
May 10, 2016
Steven Heller (Author), Gail Anderson (Author)
Link on Amazon

Draplin Design Co.: Pretty Much Everything 
Hardcover – Illustrated
May 17, 2016
Aaron James Draplin
Link on Amazon

Brand Gap, The 2nd Edition, Kindle Edition
Kindle Edition
Marty Neumeier
Link on Amazon

Content Strategy for the Web, 2nd Edition
Paperback
2nd edition (February 10, 2012)
Kristina Halvorson (Author), Melissa Rach (Author)
Link on Amazon

Design Is The Problem: The Future of Design Must Be Sustainable
Paperback – Illustrated
February 1, 2009
Nathan Shedroff (Author)
Link on Amazon

Identify: Basic Principles of Identity Design in the Iconic Trademarks of Chermayeff & Geismar 
Hardcover
October 31, 2011
Tom Geismar (Author), Sagi Haviv (Author), Ivan Chermayeff (Author)
Link on Amazon

The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Revised and Updated Edition
Hardcover
January 1, 2008
Robert Solomon (Author)
Link on Amazon

Thinking with Type, 2nd revised ed.: A Critical Guide for Designers, Writers, Editors, & Students
Paperback
November 3, 2010
Author(s):Ellen Lupton (Author)
Link on Amazon

Designing Brand Identity: An Essential Guide for the Whole Branding Team 3rd Edition
Paperback
John Wiley & Sons Inc; 3rd edition (January 1, 2009)
Alina Wheeler (Author)
Link on Amazon

Logo Design Love: A Guide to Creating Iconic Brand Identities 
Paperback
December 30, 2009
David Airey (Author)
Link on Amazon