Hi there!
I’m a Charlotte-based graphic designer focused on
turning complex material into engaging, visual narratives that highlight culture, tone, and place.
take a look
Strategic Plans
These projects translate dense municipal strategy documents into clear, engaging, and visually driven publications. For cities including Richmond, VA and Avondale, AZ, I designed systems that turn policy and long-range planning into something readable and people-centered. While Avondale ultimately moved forward with a later version, this project highlights an earlier design direction that informed the final outcome.
2024-2025
event branding
Utility Managers Conference
Each year, Raftelis hosts a happy hour as part of the Utility Managers Conference. The wayfinding materials were designed to be cohesive, exciting, and easily recognizable for attendees.
2025-2026
American Water Works Association
This project involved developing the full visual system for a set of six AWWA training manuals, including three facilitator guides and three participant guides. I designed the complete look and feel, layout structure, and typographic framework across all manuals, ensuring consistency. The project was completed in collaboration with several other designers.
2026
package | Concept
Placebo
Inspired by The Atlantic article, “I Just Want a Normal Drink,” Placebo was born to challenge and poke fun at the increasingly obsessive relationship consumers have with wellness culture. Using popular design trends such as sophisticated serifs, mood-balancing gradients, and tongue-in-cheek language, each can is designed to elicit a specific emotional placebo effect. Feel what you know!
2026
branding | Concept
Lovey
Lovey started as a passion project for Black crafter and crocheter, Shon. After accumulating a collection of blankets, stuffed animals, and apparel, she felt it was time to broaden her horizons. The next step was commercializing the brand. As the business transitioned to a digital storefront, it became clear that a strong visual identity and brand presence were essential to stand out in a saturated handmade market.
2026
digital
Social Media
A collection of internal LinkedIn content for Raftelis and client-facing campaign graphics designed for local government and public sector audiences.
2024-present
typographic installation
Find Our Girls
In the spring of 2017, there was a noticeable increase in reported missing persons, the majority of whom were young women of color. This collaborative installation with fellow designer Sarah Bauer directly responded to a 2017 pledge by Washington Metropolitan Police Department commander, Chanel Dickerson: "Let’s find our missing girls." Social media campaigns using dedicated hashtags were also created to encourage local search efforts. The installation was placed in Jackson Ward, a predominantly Black neighborhood in Richmond, nestled in an alcove of The Richmond Dairy, a historic dairy supplier turned apartment complex, as a poignant reference to missing person ads once displayed on milk cartons.
2017-Present
A little more about me...
From city strategic plans to utility protocols, my work centers around making important information not only understandable but also reflective of the people and places it serves.
I specialize in translating technical content into visual narratives that are engaging, accessible, and grounded in community and human connection. Clients and collaborators have trusted me with everything from multi-volume print manuals and municipal strategic plans to conference materials and brand identity systems.
Good design is public service. It closes the gap between dense material and the people it is meant to reach, and if that means bringing personality to a spreadsheet or turning a dry Word doc into something vibrant and meaningful, I am all in.
When I am not experimenting in the Adobe Creative Suite, you can guarantee I am doing one of the following:
-
Solving 1000-piece jigsaw puzzles
-
Binging Jeopardy or Housewives
-
Roller skating
© 2026 by Victoria Baldwin