Crafting visual systems that carry weight —
where every texture, type choice, and mark
is a deliberate act of communication.
Full brand overhaul for an independent athletic apparel label rooted in the midwest. Built a visual language around industrial texture, compressed type, and utility-first iconography — a system designed to live on jersey, tag, and stadium board simultaneously.
View ProjectA six-week editorial campaign for a regional sports media brand covering draft season. Each week's chapter used a different archival aesthetic — newspaper, VHS, broadside print — unified by a single typographic throughline that made chaos feel deliberate.
View ProjectComplete identity system for an independent creative studio — logo, type scale, motion principles, and a component library designed for the team to extend without losing fidelity. The brand lives across pitch decks, social, physical space, and code.
View ProjectDesign Philosophy
Good design doesn't just communicate — it endures.
Alan Todd is a Senior Graphic Designer with fifteen years of experience building
brands, campaigns, and editorial systems for sports, culture, and consumer companies.
His work sits at the intersection of history and now — pulling from archival aesthetics,
industrial typography, and tactile texture to create visuals that feel both earned and new.
Before going independent, Alan held senior roles at agencies serving clients including
national athletic brands, regional media outlets, and consumer startups. He approaches
every project the same way: understand the story, then find the marks that tell it best.
"The best design doesn't shout — it holds its ground. I work to find the tension between rawness and refinement, between weight and air. A mark should feel like it's always existed."
Alan has a rare ability to hold the big picture and the tiny detail at the same time. He gave our brand a backbone it never had — a system the whole team could actually use without breaking anything.
Working with Alan is working with someone who actually cares whether the thing is right — not just finished. He pushed back when we were wrong and delivered when it mattered. The campaign we made together is still the benchmark internally.
Alan's instinct for texture and type is genuinely different. He approaches a brief like a researcher first, then an artist. The result is always work that earns its place rather than just filling it.
Every project starts with understanding — the audience, the history, the competitive space. Good marks come from knowing what's already been said.
Wide exploration before narrowing down. I work through dozens of directions before committing — because the second idea is rarely the right one.
Details are where design earns its keep. Kerning, weight, texture, spacing — the gap between good and great lives in these decisions.
A brand handed off without a system is a brand that degrades. I document every decision so teams can extend the work with confidence.
Get in Touch
Have a brand, campaign, or idea that needs a designer who gives a damn?
hello@alantodddesign.com