Hello!
My name is Jeff McLaren. I'm a designer and front-end developer in Chicago.
EnergizerExplore
Founders BrewingExplore
BeaconExplore
MiscellaneousExplore
about me

I was born and raised in Georgia. I'm an avid baseballer, golfer, bowler, craft-beer-er and have an unhealthy obsession with fantasy football. I began learning front-end coding and web designing at age 11 for fun which spawned my love for graphic design. While at Clemson University I was 1 of 8 student directors in the country selected to direct a play at the Kennedy Center, and the only individual selected for the Directing Fellowship at the Kennedy Center and O’Neill Playwrights Festival. I completed the Graphic Design program at Chicago Portfolio School and am employed in a similar capacity at gyro Chicago. say hello@jeffmclaren.com

Rebranding

Energizer


  • Design Objective

  • Energizer has a rich history of quality battery manufacturing and innovation. For well over a century, the company has delivered on its mission of creating groundbreaking power products. Energizer’s design, however, has failed to keep up with such accomplishments. The current branding has pinned the corporation as a playful and approachable household brand but for nearly forty years has also neglected the far more important commitment that Energizer has to technological advancement. The new design will more accurately reflect the company’s objective and elevate the brand by streamlining, maturing and contemporizing its visual identity.


  • Awards / Recognitions

  • Chicago Portfolio School Best of Quarter: Design Concept

    Chicago Portfolio School Best of Quarter: Rebranding

    My Mom said, "Neat."

Rebranding

Founders Brewing Co.


  • Design Objective

  • As Founders Brewing Company garnered accolades and expanded over the last nineteen years, so too has its beer selection. While the remarkable flavors of these beers themselves may reflect the company’s mission, the same passion, attention to detail and creativity is absent from its design. The new branding will provide cohesion and unity among Founders’ products as well as convey the high standards of quality and taste on which the brewery thrives.

UI Design

Beacon

Beacon will help you precisely locate and share hardware store items.
  • Sign up for your Beacon account in four simple steps. You may elect to choose your default hardware store manually or via your current GPS location. This selection is editable in settings. Your default hardware store will be organized in a clean gridded map. Product categories are signified by icons. Press an icon to see the category broken down into either a product list or photographic view. Upon selecting a specific item, from the product list, you may read more details about the item. Beacon’s search mode provides instant results as you type. All items include proximity to your current location and can be toggled for additional options. Beacon will allow you to message other users. You may elect to share hardware store items with a friend or a coworker, for instance, because teamwork makes the dream work!

Logos, Posters, etc.

Miscellaneous

Brand Creation

Date


  • Project Description

  • Date is a fictional company that allows its members to order time capsules on-demand. Choose a date, receive all the ingredients for a romantic and fun date delivered in a box to your door. The concept was born from a homonym project at Chicago Portfolio School in which students were tasked to design a logo that encapsulated multiple meanings of their respective assigned word. To add context and rationale behind the logo design, I also developed Date into a living, breathing brand.

  • 1993 Date Box

    1993 Vintage Louis Martini Cabernet Sauvignon, stuffed calzone receipe and ingredients inspired by 1993 favorite Hot Pockets, 1993 top hits Jurassic Park and Nirvana's In Utero, Koosh ball, slap bracelets, and 250 pogs and slammer.

Design and Development

Front-end Web

Rebranding

Founders Brewing


  • Design Objective

  • As Founders Brewing Company garnered accolades and expanded over the last nineteen years, so too has its beer selection. While the remarkable flavors of these beers themselves may reflect the company’s mission, the same passion, attention to detail and creativity is absent from its design. The new branding will provide cohesion and unity among Founders’ products as well as convey the high standards of quality and taste on which the brewery thrives.