Hi there, my name is Chloe Looker and I’m passionate about how design can connect people in unique ways. I’m based in San Francisco and currently working with MacFadden and Thorpe. Additionally, I’m the 2024 Design Fellow at the Headlands Center for the Arts with GRL GRP. Thanks for stopping by! 

Natel Energy Branding

Branding / Logo Design

Spring 2024

MT ︎︎︎ Studio


Natel is is a high-performance, FishSafe™ hydropower engineering company based in Alameda, CA. Along with the MacFadden and Thorpe team, I worked to move the brand lanaguage towards one based in organic curves. This connects to multiple aspects of Natel from the shape of their tubrines to the fish and river ecosystems they work to protect. 

According to MT, “ This is paired with a wordmark where the “N” tapers in a wave-like curve. Retaining their signature color Nateal, akin to John Deere’s green or Caterpillar’s yellow, we expanded their palette and modernized their typography.”

I (specifically) created the symbol for the logo, helped to expand Natel’s color palette, and created graphic language elements taken from the new logo. I then worked to apply this new system to a variety of assets.

Art direction: Brett MacFadden and Scott Thorpe
Typefaces used: Euclid Circular A


KADIST A Woman You Thought You Knew Exhibition Identity

Exhibition Identity

Spring 2024

GRL GRP


KADIST, San Francisco reached out to GRL GRP to create an exhibition identity for their show, A Woman You Thought You Knew. Using themes of world-building and recontextualizing history from outside of the patriarchal lense, we begain to explore symbology as a method. After getting aquainted with their work, we created a unique mark for each artist. Each glyph is made from re-combing five basic shapes. These basic shapes were inspired by how women’s bodies have historically been categorized.  

We started with the window vinyl design as the anchor of the identity. From there, we applied it to a variety of assets and materials, both digital and print.

According to KADIST, “A Woman You Thought You Knew brings together works from the KADIST collection that explore world-building as a means to resist, transform, and anchor historical junctures into the contemporary. The works examine intersectional narratives of the construction and deconstruction of gender, womanhood, and femininity, with trans perspectives and the racialized subject.”

Typefaces used: Neureal and Authentic Sans 

CCA VCS Symposium Identity

Identity & Graphics for Spring Symposium

Spring 2024

MT ︎︎︎ Studio


Responding to themes of transition and transformation, these graphics come from an image of a butterfly wing. A classic symbol of transformation, the wing is abstracted in order to not be too on-the-nose. The graphics soak though the type, connoting ideas of change and transformation. The colors are meant to evoke spring and were originally inspired by tulip petals.  

After landing on the graphic direction through the poster design, I  applied the identity across printed and digital assets. (A printed and digital program, stickers and refrigerator magnets, along with social media and digital invitation assets.) 

Art Direction: Brett MacFadden
Typefaces used: Henrietta and DM Sans 

Plaid

Information Design / Infographics / Motion Graphics

2023-24

MT ︎︎︎ Studio


As a designer at MacFadden and Thorpe, we worked with Plaid to create a variety of resources and assets for whitepapers, marketing materials, ad campaigns and more. Here is a selection of a few Plaid projects I designed including a large-scale infographic and animated ads. 

Art direction: Plaid Marketing Team