SOFÍA
MADDEN

Matchday graphics, reimagined

A self-directed concept project reworking Selección Colombia's social media graphics ahead of the 2026 World Cup. As a Colombian-American, this one's personal — football is one of the biggest threads in Colombian culture, and I wanted to design graphics that felt like they belonged to that pride.

The gold used throughout is pulled straight from the national team's own brand, and the butterflies are a nod to Colombia's landscape and folklore — both are core to how the team already presents itself, so I built the whole system around them instead of introducing anything foreign to the identity.

Logo Design and Exploration for Commercial HVAC Business

Logo design and brand guidelines for Sparrow HVAC, a heating, ventilation, and air conditioning company operating in Denver, Colorado, built around "Install · Service · Design." Sparrow services homes, businesses, and commercial buildings across the area, so the identity needed to feel trustworthy across every context — from a residential service call to a commercial contract.

I explored primary and secondary marks, then locked in a color palette and typography system so the brand stays consistent across trucks, uniforms, and social posts.

The final brand guide gives the owners a simple reference sheet so anyone on the team can apply the identity correctly, without needing a designer on call.

Two covers, one book, two eras of design

Cover design project for Liberty University, completed April 2025 and awarded best design in the class. The brief called for two finished covers for Pierre Gilliard's "13 Years at the Russian Court" — a hardcover edition and a paperback edition.

The hardcover leans into a classic, gold-foil treatment fitting of the book's subject. The paperback direction was built around the art movements that were active at the time the book was originally published, giving the two editions distinct personalities while staying rooted in the same title.