About Me.

© 2026

© 2026

heidi@gold-collective.com

I'm Heidi. A brand and book designer based in Northern California, rooted in historical research, archival ephemera, and the graphic worlds of lost places.

I co-founded Gold Collective, an award-winning women-owned design studio, before spending eight years designing publications and systems at MasterClass and Adobe. Deep research and visual craft are the through-line in everything I make, whether that's inventing a period identity system for a vanished Sierra Nevada resort or designing a children's clothing brand from scratch.

Services

1. Book & Editorial Design

Books, catalogs, zines, and printed matter designed with typographic depth and editorial care. With roots at McSweeney's Publishing, I bring real editorial sensibility to every project. For publishers, institutions, and anyone who believes good writing deserves a cover worth opening.

2. Brand identity

Visual identity systems for culturally curious brands and institutions. I build marks and brand lsystems that feel authored and specific rather than assembled. For studios, nonprofits, and organizations with a distinct point of view.

3. Archival & Historical Design

Design rooted in research, place, and history. Informed by my MFA thesis on the Sutro Baths archive and ongoing work with lost landscapes, I work with historical societies, cultural institutions, and archive-based projects that want work honoring the past while feeling alive today.

4. Pattern & Surface Design

Original illustration and pattern design for licensing and product development. Available for fabric, wallpaper, giftware, home goods, and stationery.

Services

1. Book & Editorial Design

Books, catalogs, zines, and printed matter designed with typographic depth and editorial care. With roots at McSweeney's Publishing, I bring real editorial sensibility to every project. For publishers, institutions, and anyone who believes good writing deserves a cover worth opening.

2. Brand identity

Visual identity systems for culturally curious brands and institutions. I build marks and brand lsystems that feel authored and specific rather than assembled. For studios, nonprofits, and organizations with a distinct point of view.

3. Archival & Historical Design

Design rooted in research, place, and history. Informed by my MFA thesis on the Sutro Baths archive and ongoing work with lost landscapes, I work with historical societies, cultural institutions, and archive-based projects that want work honoring the past while feeling alive today.

4. Pattern & Surface Design

Original illustration and pattern design for licensing and product development. Available for fabric, wallpaper, giftware, home goods, and stationery.

Experience

Independent Design Practice

Nevada City, CA

2026-Present

Editorial and book design, brand identity, archival and historically informed design work, and pattern licensing. Clients include publishers, cultural institutions, and design-led brands.

Independent Design Practice

Nevada City, CA

2026-Present

Editorial and book design, brand identity, archival and historically informed design work, and pattern licensing. Clients include publishers, cultural institutions, and design-led brands.

Senior Designer

Adobe Express, San Francisco

2021-2026

Product and brand design for Adobe Express Growth team. Co-designed the Adobe Max 2025 print magazine with the Adobe Brand team. Developed design systems for AI-powered personalization features and designed VP-level presentations for SXSW

Senior Designer

Adobe Express, San Francisco

2021-2026

Product and brand design for Adobe Express Growth team. Co-designed the Adobe Max 2025 print magazine with the Adobe Brand team. Developed design systems for AI-powered personalization features and designed VP-level presentations for SXSW

Art Director

MasterClass, San Francisco

2018-2021

Art directed and designed 50+ instructor publications spanning literary, culinary, and performing arts. Designed the printed anthology In Your Own Words. Built visual systems for instructor classes across multiple formats.

Art Director

MasterClass, San Francisco

2018-2021

Art directed and designed 50+ instructor publications spanning literary, culinary, and performing arts. Designed the printed anthology In Your Own Words. Built visual systems for instructor classes across multiple formats.

Art Director

Stitch Fix, San Francisco

2015-2018

Art directed seasonal campaigns including photoshoots, email campaigns, and brand systems. Designed rumi + ryder, Stitch Fix's first exclusive children's clothing brand, still in use today.

Art Director

Stitch Fix, San Francisco

2015-2018

Art directed seasonal campaigns including photoshoots, email campaigns, and brand systems. Designed rumi + ryder, Stitch Fix's first exclusive children's clothing brand, still in use today.

Co-Founder, Creative Director

Gold Collective, San Francisco

2011-2016

Co-founded women-owned brand and identity studio. Designed award-winning editorial and identity work including the Print Magazine Regional Design Annual award-winning Writing Book 2016.

Co-Founder, Creative Director

Gold Collective, San Francisco

2011-2016

Co-founded women-owned brand and identity studio. Designed award-winning editorial and identity work including the Print Magazine Regional Design Annual award-winning Writing Book 2016.

Designer

McSweeney's

2002-2009

Designed publications, books, and printed matter for one of independent publishing's most celebrated imprints.

Designer

McSweeney's

2002-2009

Designed publications, books, and printed matter for one of independent publishing's most celebrated imprints.

Press & Speaking

’24

Adobe Design Blog

On navigating an indirect path into design

'22

Adobe Live

Remixed an Express template and walked through design principles

'16

How Magazine

On biocoastal design practice and working as a mother of small children

'15

AIGA Method + Madness Conference

Co-presented on running a bicoastal design practice

'14

Communication Arts, Fresh Column

Studio feature on Gold Collective

'12

Print Magazine's Imprint blog

Invited contributor on the San Francisco design scene

Achievements

'17

Print Regional Design Award (West)

Writing Book, juried by Paula Scher

'16

Print Regional Design Award (West)

Writing Book, juried by Jennifer Morla

'16

Anfachen Poster Award

'14

Print Regional Design Award

CCA MFA Poster

'14

Award of Excellence in Typography

Communication Arts, Typography Annual 4

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