Joe Letchford

Google Search On


Search On

One of my favorite projects at Google to date was the two week publication design sprint for the “Search On” book. A four-person design team was tasked with writing, designing, and producing the publication in two weeks, including visits to the LA printing studio. This publication now sits on every Google executive’s desk–I like to think that Sundar has taken a peek.

Search On Search On Search On Search On Search On

126 pages, 9.8 × 7.8, 4 color PMS, perfect bound, clear foil embossed dust jacket.

Human Rights Campaign

Annual Report


While at Design Army, I was lead designer for the Human Rights Campaign (HRC) 2017 annual report. We decided to leverage the conceptual elements of large format news print and to ‘strip’ back the full-color, glossy publications of prior years. We incorporated the two HRC brand colors while using crisp, bold typography as primary vehicle for storytelling. The type was modified, elongated, and stretched to reflect the tension between the activist and the new administration. The several central spreads were meant to echo protest and rally posters, designed to strengthen the central message—‘unite, resist and enlist’.

hrc hrc hrc

32 pages, 12 1/2 × 22, black plus 1 PMS, folded.

National Portfolio Day

Poster Design


DesignWorks was asked by NPDA to create this years international National Portfolio Day poster. My concept revolved around the scanning bed and the gesture of casting your works in front of a potential institution for critique. I wanted to keep it fun and also give myself the change to run around and play with my typographic choices as well as my formal elements. It was an absolute blast to create this poster.


Currently in print, better documentation will come.

24x36 in, CMYK offset, Edition of 46,000.

The New Americans

Exhibition Identity, Print Design


This exhibition put put four artists’ diverse philosophical and methodological approaches in dialogue with one another and the gallery space at MCAD. Their varying explorations of cultural assimilation and attitudes toward representational responsibility tie directly into the formal aesthetic choices they make, photographic history, and the current political climate.

Postcards for the installation

Waterstone Waterstone Waterstone Waterstone

Iterations of the logo concept

Waterstone Waterstone Waterstone Waterstone Waterstone

Final Design


5.5x8.5 in, CMYK Digital, Edition of 5000.

Waterstone Review

Publication Design, Poster Design


Water~Stone Review is a literary annual published by the The Creative Writing Programs at Hamline University. The review publishes work in all genres as well as essay/reviews and writers’ interviews. Features include three contests and photography curated by myself.

Waterstone Waterstone Waterstone Waterstone Waterstone Waterstone Waterstone Waterstone

Poster, Postcards, Web, Book Marks, 6x9 in, 300 pg. Offset CMYK, Edition of 5000.

Master of Fine Arts Thesis Catalog

Publication Design, Exhibition Design, Way-finding

aster of Fine Arts

The Minneapolis College of Art and Design’s Master of Fine Arts program is a community of makers, thinkers, theorists, researchers, and creative professionals working in a mentor- based, interdisciplinary educational environment. This incredible collection of work represents the capstone activity of two years of intensive study and a relentless pursuit of creative excellence. The candidates graduating this spring reflect the truly interdisciplinary nature of our mentor-based program and demonstrate the importance of personal expression and achievement.

The design of this catalog was based around two sidereal years to represent the amount of time these graduates spent in the program. Another major conceptual aspect to this publication had to do with the spiral bind. This binding decision was dictated by my desire for the cycle and that the publication itself was a cyclical object, not linear. Keeping with this conceptual idea, I created the system within the publication to adhere to this cycle. Each spread theoretically represents itself as the cover, by keeping the necessary information visible you will always know what it is you are picking up.

aster of Fine Arts aster of Fine Arts aster of Fine Arts aster of Fine Arts aster of Fine Arts aster of Fine Arts aster of Fine Arts

7.5x10 in, 85 pg. CMYK Digital, Edition of 600.

Promotional .gif, Web.

12x36 in, CMYK Digital.

MCAD's Fine Arts Booklet

Publication Design

MCAD's Fine Arts Booklet

Catalog geared towards potential incoming fine art freshman. The publication focuses on MCAD’s facilities, program details, current students, and the faculty that teach at the university. This was an important design for advertising the Fine Art program at MCAD, and it was the first catalog of its kind created for that particular department.

MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet

32 Pages, 4 color CMYK , 5.5 x 8in. Edition of 20,000.

MCAD Printed Ephemera

Print Design


Third Rail Ad

Advertisement design for the Third Rail publication.


Fall Events Postcard

fall Events

Physical advertisement for the possible 2017 incoming freshman.

fall Events

CMYK, 4x6 in, Edition of 2,000.

New York City Invitation

Postcard Design

nyc Postcard

Design and illustration created for a personal invitation for MCAD alumni that live and work in NYC to attend a gathering.

nyc Postcard nyc Postcard

CMY(K), 4x6 in, Edition of 25.

McKnight Visual Artist Fellowship

Postcard Design

MCAD's Fine Arts Booklet

Application web banner and postcard for the Mcknight Visual Artist Fellowship. This grant is to support working artists to create and contribute to vibrant communities. Minnesota thrives when its artists thrive

MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet MCAD's Fine Arts Booklet

4x6in, Metallic Pantone 876 c. Edition of 10,000.

Various Work

Branding, print, Web, Etc.


Endless Coffee Company, is a personal project that I have been working on in my off time just for fun.

endless endless endless endless

Google Brand Studio pins designed for specific projects over the past two years.


Logo development for Ugly, a SF based ceramic studio.

endless endless endless endless