MAKENZIE MCFARLANE.
GRAPHIC DESIGNER.
SYDNEY, AUSTRALIA.
Tini
2026 - Present (on-going)
Service
Brand Identity
Art direction
Print & digital assets
Tini explores the journey between Umbria and London, translating the client’s family's olive-growing heritage into a contemporary food brand. Inspired by travel ephemera, handwritten correspondence and Italian hospitality culture, the identity celebrates provenance, memory and movement.
Postage stamps, local signage and the geometry of the Umbrian coat of arms informed the logo system, creating a visual language that feels rich in history without becoming dated. A restrained typographic palette and muted colours provide a contemporary framework, allowing each touchpoint to retain a sense of authenticity and place.
Across the art direction, monochromatic film treatments, flash photography and intimate moments of shared meals reference both family archives and modern supper-club culture, positioning Tini as a bridge between tradition and a new generation of food experiences in London.
Studio Gra
2026
Service
Brand Identity
Art direction
Print & digital assets
Studio Gra is built around the idea of visible restraint. Grainne's treatments are precise and deliberate, yet never appear overworked.
The best result isn't transformation, but refinement; subtle adjustments that feel instinctive rather than obvious.
This tension between discipline and naturalness became the foundation of the identity. Structured and justified typography with spacious kerning and considered layouts provide a sense of confidence and control, while the inked logotype along with introduces a more human quality. Organic forms, cropped imagery and coastal references soften the system further, creating a brand that feels polished without becoming clinical whilst referencing her core desire to enhance the natural.
Grounded in minimalism, the palette balances an earthy red with a brighter neon accent that feels youthful, confident and contemporary, The result is an identity that mirrors the treatments along with Grainne’s methods; deliberate, understated and designed to enhance rather
than overwhelm.
Corner Corner
2025
Service
Campaign video art direction
Invite design
Shot list development
For Landing Forty Two's 10-year anniversary, the campaign reimagined the venue as a fashion brand rather than an event space. Perched above the city of London, the venue became the backdrop for a cinematic narrative exploring exclusivity, elevation and arrival.
Drawing on the visual language of luxury fashion campaigns, the art direction balanced sweeping skyline views with intimate moments of reflection, movement and materiality. The result positioned Landing Forty Two not simply as a venue, but as an experience defined by perspective, prestige and access.
Broadwick
2025 - Present (on-going)
Project Utopia
Service
Master framework for websites
Brochures
Sales materials
Email campaigns
Social content
Project Utopia rethinks how a portfolio of brands can operate through a single digital language. Designed for Broadwick's growing network of venue and entertainment brands, the framework balances consistency with individuality, creating a shared foundation for websites, sales materials, email campaigns and social content.
The project began by exploring the breadth of the portfolio's needs. Hundreds of components, page structures and content modules were developed to accommodate a diverse range of venues, audiences and use cases. This initial phase focused on establishing a comprehensive system capable of supporting everything from ticketed cultural programming and hospitality experiences to corporate events and venue hire.
As the framework evolved, the focus shifted from completeness to clarity. Components were refined, consolidated and reimagined into a more image-led experience. Large-scale photography became the primary storytelling device, while interactive cards, modular content blocks and progressive disclosure patterns were introduced to surface information without overwhelming users. The result was a more intuitive and visually engaging experience that encouraged exploration while simplifying complex venue offerings.
The visual language was intentionally restrained. Built around Haas Grotesk, generous spacing and a modular component library, the system acts as a neutral canvas that can be adapted by each brand through its own logos, typography, colour palette and content. Rather than prescribing a single aesthetic, Utopia provides a flexible framework capable of supporting many identities.
Research into leading digital experiences across hospitality, technology, retail and culture informed every stage of development. By analysing best-in-class approaches to navigation, storytelling and conversion, the project established a set of principles that could scale across the portfolio while improving usability, consistency and operational efficiency.
Corner Corner
2025
Service
Art direction for video and stills
Motion for socials
Slipmats
Screen menus
Merch
A-boards
House wine
Mentions
Andrin Rohner
Baly Gaudin
Corner Corner exists at the intersection of culture
and community. Located in Canada Water, the venue
brings together food, jazz and social experiences
within a neighbourhood undergoing significant
creative transformation.
The art direction explored ideas of familiarity, nostalgia
and belonging. Inspired by 90s documentary photography,
the launch campaign was captured using Super 8 film and handheld camcorder footage, embracing grain, motion and imperfection as a counterpoint to highly curated hospitality imagery. Flash-lit details, cropped compositions and fleeting moments create a sense of authenticity, positioning Corner Corner not as a destination to be observed, but as a community to be part of.
Brooklyn Storehouse
2025
Corner Corner
2025
Service
Website design & development
Roll-out
Mentions
Baly Gaudin
Lourdes Tabares
Supporting the launch of both Brooklyn Storehouse and Corner Corner, the project focused on translating complex venue offerings into responsive digital experiences.
From a large-scale music venue in New York to a hybrid cultural destination in London, each website required tailored user journeys, content hierarchies and interactions that could perform seamlessly across tablet and mobile devices.
Field Day
2023
Service
Socials
Onsite screen displays
OOH print assets
Mentions
Only Studios
Lourdes Tabares
Olivia Godden
Field Day is a London music festival recognised for championing innovative electronic music and emerging culture. Working within a visual identity created by Only Studio, our team developed and rolled out campaign assets across multiple digital and physical touchpoints.
The challenge centred on preserving the personality and flexibility of the creative system while delivering a cohesive experience across formats, audiences and environments.
Depot Mayfield
2023
Service
Website design & development
Video Edits
Mentions
Lourdes Tabares
Housed within Manchester's historic Mayfield railway station, Depot Mayfield is a venue defined by movement. Once transporting people across the city, it now brings together audiences through music, culture and events. The redesign sought to reinterpret this heritage through a contemporary digital experience.
Drawing from the language of railway infrastructure, parallel lines from the logo became a foundational design device, informing navigation, layouts and component structures throughout the site. A more expressive typographic system replaced the existing monospaced approach, while column grids and gallery compositions were designed to echo the rhythm and repetition of train tracks, subtly guiding users through the experience. The result is a digital identity that feels contemporary, purposeful and connected to its surroundings.
Digital and print designer specialising in brand-led digital experiences, design systems and editorial storytelling.
Currently working freelance for Broadwick, creating websites and digital products across a portfolio of venue, entertainment and hospitality brands.
Brand Identity
Art Direction
Digital Experiences
UX/UI Design
Design Systems
Editorial Design
Creative Strategy
Content & Campaigns
Motion & Interaction
Web Design
Digital Rollout
Makenzie McFarlane
makenzie.mcf@gmail.com
+61 451 293 116
+61 451 293 116