McCann
Visual identity for McCann. Headline Typeface designed with Jeremy Mickel.
With Javier Campopiano, Daryl Lee, Lynn Lewis, Ashley Quinones, William Nikosey, August Silver, Sarah Wood and Xiaoyu Xue.
New York, 2025.
Matt van Leeuwen
Matt is the current Head of Design at McCann, New York. Matt built McCann Design in close colab with the CCO from the ground up, bringing design to every aspect of McCann’s work with a team of ± 20 designers. Operating like a curator, creator, and driver of internationally recognized work. A strong believer in that design is a playground, and to keep. it. simple.
As a graphic designer with a love for typography, Matt’s work spans a 20 year career of making bold and iconic work in the US and The Netherlands. Iconic work for clients like Smirnoff, TJ Maxx, Target, Cadillac, Prudential and Tripadvisor has been instrumental in defining these brands ánd given them a place in the cultural landscape. Matt was listed in Adweek’s The Creative 100 in 2015.
Matt’s commitment to social causes is evident in the bold redesign of Callen Lorde, an icon in LGBTQ healthcare in New York, and the redesign of Eyebeam, a not-for-profit art & technology center, deeply engaged in society’s relationship with Technology.
Previously, Matt has given boldly shape to the work of Mother & Mother Design in New York as Creative Director, and served as the first Design Principal at Interbrand in New York.
Lia
New wordmark and typographic identity system for Lia Awards. With John Mescall, New York, 2024 – 2025.
T.J. Maxx
Typeface and new Visual Identity Design for T.J. Maxx. Designed with Sonsoles Alvarez Otero, Donovan Brien, Jami Rubin and Jeremy Mickel at McCann New York, 2023 – 2024.
Photography directed by Floria Sigismondi.
Fastcompany: Who needs Helvetica? T.J. Maxx ditches the iconic font for its own custom typeface..
Hello Birthday
Logo Design for Birthday, founded by Corinna Falusi with Jamie Standen and Erik Norin. New York, 2024.
Generation Buzz
One beer for four generations. Packaging design for Generation Buzz. In partnership with Wild East Brewing and Campground Beer. Designed with Akshara Sanketh, Olha Charuk and Mook Phoungbout at McCann Design New York, 2024.
Boodoni
Typedesign with Jami Rubin and Emely Perez for McCann New York, Halloween 2024.
Smirnoff
Identity and Campaign Design for Smirnoff.
Boldly championing the power of the collective and a celebration of the magic of ‘WE’. Designed with Tom Grunwald, Ethan Buller, Jami Rubin and Inkyung Hur at McCann New York, 2023.
With photography by Heidi’s Bridge, Fummi Homma and motion by ManvsMachine.
Tripadvisor
Logo and Identity design for Tripadvisor.
Designed at Mother Design, NY, with YaYa Xu, Mark Sloan and typographic design by Colophon Foundry, London. 2019 — 2020.
More on the story behind the rebrand in A Change Of Brand.
Cadillac
Creative Direction, Logo and Identity design for Cadillac, developed with Cadillac Design. Typography designed in collaboration with Colophon Foundry. 2021 – 2022.
It’s Nice That: Mother Design drives Cadillac’s brand forward with a new visual identity.
Avenues
Logo and Identity design for Avenues, The World School. Designed at Mother Design, NY, with YaYa Xu and Vanessa Hopkins. 2020 — 2021.
Vault
Logo and Identity design for MGM Bellagio’s The Vault. Designed at McCann Design, NY, with Ethan Buller and Zac Collopy. Interior design by Studio Munge. Interior photography by Brandon Barré. New York. 2023-2024.