Joel Goldfoot - Goldfoot

American Girl

American Girl is an iconic brand with a rich history. I've been honored to work on many projects for this brand over the years including logo design, Art Direction and Design of several books, restaurant interior graphics, textile design as well as ideation and design support for a number of

Design

Case Study Design

Sepialine is a very sales-led company that partners with large hardware manufacturers like Konica-Minolta on a regular basis. As such, there was a need to design some traditional sales tools – like case studies. Case studies are one of those very undefined projects. Some case studies are slightly less than a

Design

LeMond Branding

Having grown up bike racing and watching Greg LeMond win the Tour De France three times, it was a dream to work on the brand, catalog, website and collateral. The 'scripty' logo was meant to harken back to the old days of lightweight vintage steel, wool jerseys and Phil Liggett.

Design

KMX Energy Drink Packaging

Design strategy, can and package design for Coca-Cola.

Design

Consumer Supplement Packaging

Edibles are not new, but as we move into a more progressive society and away from our stigmas on cannabis, many people are entering the world of edibles for the first time, sometimes with concerns. This exploratory packaging was designed for suburban Moms who had never tried an edible, but

Photography

Blue Flame

I'd been noticing a growing number of broken glass remaining in-frame over the past few years. Upon closer inspection, it was clear that someone had been holding a torch to the glass until it started to melt, and finally shatter.I'd been noticing an increasing number of "blue flame" lighters

Photography

Home

My 3D printed wedding ring displaying coordinates for the precise location of where we became engaged and where we were married. "Home" is registered on the Ethereum blockchain and for sale as an NFT by clicking the "buy this item" button above.If you'd like to purchase a limited edition

Design

Russian Porcelain

One in a series of skateboard decks.

Photography

Her

Shot in the Castro Neighborhood, San Francisco.

Design

40weight Identity

Way back in 2002, I started a small design firm with my business partner that we called 40weight. And as with any newly minted design firm, one of the most daunting challenges for any design firm—self-promotion. 40weight IdentityWhen concepting the 40weight identity, we certainly wanted to differentiate ourselves from

Design

Argos 8.0

People do not want something wholly new, they want what is familiar done in a different way.

Photography

UrbanDecay 008

Over the years, I've created a series of photographs called "UrbanDecay". These shots are unaltered 'collage' photography, where the collage is created in the view finder, and done with a single exposure. Each of the shots in the series is captivating to me. I could spend hours studying the detail,

Design

Queens Between Bars

For the past several years Drag Queen, Glitterella, brings San Francisco's drag to the street. It's an event called Queens Between Bars. The concept is simple: Drag Queens hop from bar to bar performing for tips to raise money for the SF-Marin Food Bank. The pandemic threatened to put a

Design

Tera's Whey

Another project from the vaults for #throwbackthursday!

Photography

Lady Stockton

One of my favorite shots from several years ago. Pedestrians from the evening commute, ignoring the 30 foot tall face desperately trying to get their attention. "Lady Stockton" is registered on the Ethereum blockchain and for sale as an NFT by clicking the "buy this item" button above.If you'd

Design

Klein Catalog

Another project from the vaults for #throwbackthursday!

Photography

Fired

For a few years, my office was in the same building as Barney’s San Francisco offices. Once Barney’s brand stopped thriving, offices started closing and offered for some remarkable and surreal shots of clothes forms and mannequins that were out on the streets awaiting pickup. "Fired" is registered

Photography

Friday

I'm intrigued by masks. Anonymity. Neutral.

Design

Drag & Drop

Another project from the vaults for #throwbackthursday!

Design

Enough

The recent mass-shooting in Atlanta coupled with the shooting in Boulder, made me think of a couple of posters I designed that were used as protest signs at gun control rallies after the school shooting in Parkland, Florida, in February that left 17 dead. No client for this one. Posters

Photography

Front of Machine

When I saw these words branded in the front of a massive pallet, I was immediately drawn to it. I think perhaps this is because I have a soft spot in my heart for the "industrial aesthetic". I have been drawn to the cool things you can see at construction

Design

Queens Between Bars Identity

Logo design for Queens Between Bars

Photography

Innocent-i

While I've never owned one, I've loved the shape and the lines of classic European scooters since I was a kid. While saying the design is timeless would be incorrect (in fact, these scooters harken to a very specific time in design aestetic) it is accurate in the sense that

Photography

Greed

I took this shot while strolling through the streets of an expensive shopping area in San Francisco, not too long after the #blacklivesmatter protests. I captured the shot because it was such a powerful visual representation of the energy and anger in the streets—especially in the heart of a

Photography

ArchC

I've been sitting on this image for a while now. I've taken it and not-taken it so many times, I've lost count. I've spent hours trying to figure out what it is that I'm doing wrong. How I'm missing it. If you've experienced it in person, you'd know what I