Hello
Welcome to my creative world, where passion meets artistry and every design tells a story. I’m Alexandria McFarlane, a Graphic Designer dedicated to making a meaningful impact through my work.
For me, art has always been more than just a hobby, it’s a way of life. With a keen eye for colour, composition, and layout, I’ve developed my skills over the years, constantly evolving as a designer with each new challenge I encounter. Every project is an opportunity to make a difference and leave a lasting impression on the world through creativity and innovation.
Being a graphic designer inspires me to push boundaries and explore new horizons. Each day brings a new, exciting challenge, and I thrive on the opportunity to overcome obstacles and grow both personally and professionally. As someone who believes that life is too short to settle for anything less than passion, I feel incredibly fortunate to pursue my dreams as a graphic designer.
Join me on this journey of creativity and self-discovery, where every design is an expression of authenticity and every project is an opportunity to make a meaningful impact. Whether you’re seeking to elevate your brand, communicate your message effectively, or simply explore the possibilities of graphic design, I’m here to bring your vision to life.
Branding and Identity
Multi-Organ Transplant
Program Logo Design
I had the privilege of designing and developing a logo for the LHSC Multi-Organ Transplant Program. I created engaging presentations, eye-catching T-shirt designs, and catalogues, demonstrating a positive and memorable look for the team. My design work has contributed to the promotion of organ donation and transplant awareness, establishing a memorable visual identity.
When designing this logo, I aimed to incorporate all the organs into a cohesive design. The tree symbolizes life and growth, with multiple organs coming together to support life. The vibrant colours and interconnected elements convey a sense of unity, strength, and the power of organ transplantation. This design has helped enhance the program's visibility and reinforce its mission.
Real Estate Corporate Identity
Introducing Plenty Estate, a visionary real estate company crafted from my creative vision. I designed a range of corporate essentials to establish a strong brand identity. This included a company logo and logo spec sheet, business card, presentation folder, animated banner ads, eblast template, Iphone app icon and app GUI design, and an interactive client presentation. From start to finish, this project demonstrates a cohesive, recognizable, and distinctive corporate identity.
Promotional Design
Social Media Campaigns
At Campbell & Co., I created social media campaigns that supported marketing goals and reflected the company’s brand voice. This included designing custom graphics, writing clear and engaging copy, and planning monthly content across platforms like Instagram, Facebook, and LinkedIn. I created content for the Student VIP platform, developing graphics tailored to the colleges and universities cliental. By introducing educational posts, seasonal promotions, and content that highlighted the team and community involvement, I helped increase engagement and strengthen the online presence.
Advertisement Campaigns & Layout Designs
I created ad campaigns and designed a range of promotional materials for digital platforms, including a series of online advertisements to promote D2L’s learning services. I focused on developing visually cohesive assets that were used across social media, email marketing, and other channels.
I also designed PDF documents with clean, engaging layouts that aligned with D2L’s visual identity. My process involved using InDesign for layout design, Illustrator for custom icons and illustrations, and Photoshop for photo retouching and image preparation. This project allowed me to combine storytelling, brand consistency, and technical skill across a variety of formats and platforms.
Print Design
Self Magazine Spread
Step into the pages of my self magazine spread, where I showcase all of my artwork. The article explores my love for art and how my journey began as an artistic person. I was excited to display my art pieces in a way that was creative and unique. Drawing inspiration from diverse online article designs, I used Photoshop to edit my art to enhance the quality of the photos and InDesign to carefully layout my spread in the proper setup.
12 Page Magazine & Video Promo
Dive into the vibrant world of pop rock music with my 12-page magazine, featuring the dynamic duo Twenty One Pilots for the electrifying month of October. Every photo showcased in this magazine is my original work. I carefully chose appropriate typography, colors, and images that made the magazine consistent throughout. I was able to gain an understanding of how multiple page documents are created and maintained in InDesign.
I pushed boundaries further by designing an interactive PDF magazine promo, complete with a captivating video that brings the magazine’s content to life. Shot and edited using iMovie, this video promo adds another dimension to the storytelling experience, engaging audiences in an immersive journey through music and design. This project allowed me to merge my passion for design and music into one cohesive magazine.
Property Flyer Advertisement
I constructed a real estate flyer to showcase my client’s property for sale. Having something that a buyer can take away with them after touring your home is essential. By using InDesign I neatly organized and laid out each element of the flyer. I used Photoshop to digitally edit and enhance each photo to create professional quality real estate photos.
The content is designed to effectively communicate the client’s message and engage the target audience. Incorporating imagery, colors, and typography, to help ensure visual consistency with the client’s requirements. With the design finalized, I prepared the flyer for print or digital distribution according to the client’s specifications.
Packaging Design
Craft Beer Label
Embark on a journey through the zodiac, a custom craft beer label collection designed for a fictional Ontario brewing company. Tasked with crafting labels for three distinct beer types, I embraced creative freedom to infuse each brew with its own personality and allure. Drawing inspiration from astrology, I envisioned a beer for every zodiac sign.
While the concept may orbit around the stars, the true magic lies in the design. The captivating visuals make customers want to reach for the bottle and buy it just for the design alone. Each beer bottle has a custom die cut, illustration, beer type, and design tailored to the 12 zodiac signs. I found joy in the creative process. Through cohesive branding and attention-grabbing design, this craft beer label collection invites drinkers to explore the cosmos, one sip at a time.
Web Design
Campbell & Co. Insurance Website Redesign
I had the exciting opportunity to redesign the Campbell & Co. Insurance website, transforming it into a more engaging and user-friendly experience. Using Figma, I crafted a modern, bold, yet personal design, and then brought it to life using Webflow.
The previous site was content-heavy, overwhelming, and lacked clear calls to action, making navigation difficult. The new design simplifies the user journey, improves flow, and stays true to the company’s branding. By incorporating real imagery of sales representatives, we created a more inviting and trustworthy feel. Strategic call-to-action placements and carefully chosen visuals now guide visitors seamlessly through the site, making it easier to find the information they need.
