> McPherson Designs
Perfection is not a detail. It’s the result of one.
With over 12 years of experience in graphic design, I am well-versed in software tools such as Photoshop, Illustrator and InDesign and have a track record of delivering effective design solutions. In my previous role at RideNow Powersports, I created large National Campaigns for Harley-Davidson, Indian Motorcycles and other OEM brands, while also serving each stores demands with unique individual offers from Retail, financing, service and much more! Every project starts with what the brand must accomplish. The design is the answer to that question.
Every brief arrives with limits — budget, timeline, audience, competitive context. Those limits are not obstacles to work around. They are the brief. The strongest identity systems are built inside tight constraints, not in spite of them.
How decisions get made
Constraint is the method.
No mood boards. No style explorations that lead nowhere. The process is diagnostic first — understand what the brand needs to do — then decisive. A finished system should feel like the only logical answer.
The foundation
+12 years. Design work.
Led creative direction for national and dealership-level marketing campaigns across multiple RideNow Powersports, Harley-Davidson, Indian Motorcycle, Honda, and Yamaha locations, producing cohesive branding across print, digital, social media, and in-store advertising.
Developed high-volume marketing assets for dealership websites, social media platforms, service departments, financing promotions, and parts campaigns while maintaining brand consistency across multiple OEM guidelines.