Portfolio.
Hi! I’m Madison Pflance.
I’m a graphic designer with a sharp eye for detail and a love for bringing brands to life—whether that’s through packaging design, editorial layouts, or scroll-stopping marketing assets.
I’ve worked on everything from board games and books to fabric lines and interior design magazines (and yes, I’m always up for a new creative challenge).
I’m super crafty and always dabbling in something—embroidery, stained glass, linocut printing—you name it. Exploring different creative outlets keeps my ideas fresh and my designs full of personality.

Editorial & Books.
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The Field Guide to Floral Dragons.
This project showcases both the deluxe (right) and standard (left) edition covers of The Field Guide to Floral Dragons, along with examples of the interior page layout. The book contains over 200 pages of richly illustrated content.
I was responsible for designing the product logo and establishing the visual language of the entire book, inspired by the cover artwork by Kin Wald. The design was crafted to evoke the feel of an adventurer’s personal field notebook, complete with handwritten notes and sketches in the margins.
My contributions included developing a clear typographic hierarchy, selecting fonts, and setting styles for body text, headings, and chapter openers to ensure readability and thematic consistency throughout.
The project received overwhelming support, raising $1,163,164 pledges on Kickstarter
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The Big Book of Big Bads
AWARD WINNER!
2025 Independent Publisher Book Awards - Most Outstanding Design
Showcasing Big Bads deluxe edition cover (right) and standard edition cover (left), with interior page layout. This book has over 250 pages of content.This book is a large compendium about multiple Big Bads to use in any D&D campaign. Designed in collaboration with multiple designers, the concept was to have to book read as if an agency (similar to the FBI), were gathering files on every Big Bad.
Reached $357,405 pledges on Kickstarter
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House & Home - Special Issues
I played a key role designing House & Home Magazine’s annual Special Kitchens and Baths issue, credited as Art Director in both the 2020 and 2021 editions, as well as Senior Designer in the 2022 issue.
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House & Home - Food Feature
I created fresh-looking pages while maintaining the House & Home Magazine’s unique style. Above is an example of a Food Feature, which I was often assigned, from the April 2020 Issue.
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House & Home - Design Feature
Above is an example of a Design Feature, which I was often assigned, from the January/February 2022 Issue.
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House & Home - Trendwatch and Custom Ad.
Above is an example of Trendwatch, to the left. To the right is a customized promotional advertisement for a client Thermacell. I often created ads in conjuncture with the marketing department. These pages are from the July/August 2021 Issue.
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FIGO Fabrics - Fall 2019 Catalogue
The above is a sample spread from the 45 page catalogue. See the full Fall 2019 look-book here. I art directed four look-books and two smaller books, as well as carried out the photography, photos editing and editorial design independently. I also utilized these photos for the social media posts I created.
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FIGO Fabrics - Spring 2019 Catalogue
The above is a sample spread from the 50 page catalogue. See the full Spring 2019 look-book here.
See the other full catalogues: Fall 2018, Spring 2018. -
Fool's Gold.
Showcasing Fool’s Gold interior page spreads. This book has over 330 pages of content. The covers of this book are shown to the left.
I was responsible for designing the overall visual direction of the book, building on the cover art and thematic tone of the content. This included creating a cohesive typographic system, selecting fonts and sizes for body text, headings, and chapter introductions, and designing additional textual and visual elements that enhance both aesthetic appeal and readability.
My goal was to ensure that every page felt immersive and consistent with the world of Fool’s Gold, supporting both narrative flow and user experience.
This campaign was met with extraordinary support, raising $2,479,888 on Kickstarter
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Creatures & Curios
Showcasing Creatures & Curios, deluxe edition cover (right) and standard edition cover (left), with interior page layout. This book has over 250 pages of content.
This book is a companion book to the previously mentioned Big Bads book. It is a large compendium of monsters and magic items to use in any D&D campaign. The design concept and execution is very similar to the companion book mentioned.
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Floral Dragons Colouring Book.
This is a companion product to the Field Guide to Floral Dragons product series, with over 55 pages of outlined artwork to colour in.
The art from the main book was utilized in this colouring book, each spread featuring one dragon and various associated artwork. Fitting all the artwork into an appealing configuration for something it wasn’t originally created for was a bit challenging, but resulted in a beautiful and engaging book.
Digital.
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Email Campaigns.
Summerween Email Campaign – 2025
For this playful summer sale campaign, I tapped into the trending Summerween aesthetic, blending sunny vibes with a spooky twist. Using repurposed art from a past project, I created bold, themed assets that brought the promotion to life across email and digital platforms—perfect for catching eyes and clicks during the seasonal sale. -
Social Media Promotions.
I created digital assets for a series of social media promotions, each tailored to current trends and audience engagement. One featured a tarot deck, designed to feel like viewers had just drawn a card, complete with a playful, fortune-style message. Another spotlighted real customer testimonials, tapping into the trending push for authenticity and social proof to boost engagement.
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Kickstarter Campaigns.
I’ve created digital assets for multiple Kickstarter campaigns, with the most successful being A Field Guide to Floral Dragons, which raised over $1.1 million in pledges. Each campaign involves extensive asset creation—from designing engaging graphics and headers to digitally mocking up multiple products to help bring the vision to life. It’s a fast-paced, collaborative process that blends strategy with creativity (and a lot of Photoshop layers).
View the Kickstarter Campaign pages:
The Field Guide to Floral Dragons
Humblewood: Beyond the Canopy
The Fablemaker’s Deck of Many Things
If I Were a Lich, Man
Products & Packaging.
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Fool's Gold Box Set.
As mentioned above in the Books section, my main focus in this project was developing the book that is included in this box set, but I also designed the box and many of the companion products for this project.
To see more follow the link below to see the kickstarter page and all the companion products.
Reached $2,479,888 pledges on Kickstarter.
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One Last Fight.
One Last Fight is a roguelike card-based roleplaying game where 1-4 players journey to defeat their final Nemesis - or die trying.
The box set features 6 character cards, 6 nemesis cards, 5 decks, and one instructions booklet.
I worked on the branding for this project, and designed all the components and companion products, based on the artwork of Samantha Rustle.Reached $224,816 pledges on Kickstarter.
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Floral Dragon's Box Set.
This box set was designed around, and includes the Field Guide to Floral Dragons book. It also includes a GM screen, reference cards on every dragon and three maps.
I designed and developed all the elements included in this box set. This includes the four panelled, two-sided, GM screen with detailed information for the Game Master to reference and the two-sided Dragon reference cards.
To see more follow the link below to see the kickstarter page and all the companion products.
Reached $1,163,164 pledges on Kickstarter
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Floral Dragons Puzzles.
I designed both the packaging and the puzzle featured above, showcasing artwork by Kin Wald.
I took a more creative role in curating the overall puzzle composition. I arranged the dragons by colour—placing blues at the bottom, followed by purples and pinks, and blending reds and greens near the top—to create a subtle, flowing rainbow effect that adds visual harmony and depth to the piece.
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Floral Dragons: Wisteria Dragon Candle.
I often design labels and packaging for products that are developed and branded alongside a larger project/product.
In this case the main product is the Field Guide to Floral Dragons, and the companion product is a candle, designed based off one of the floral dragons in the book, a Wisteria Dragon. The label and styling matches the rest of the products in the series. -
Floral Dragons: Miniature Set Boxes.
This is also a companion product for Floral Dragons. The three boxes were each designed based on the art of three sets of dragons featured within the book.
The product includes three miniature plastic dragons that consumers will buy and paint to put on display or use in their table-top roleplaying game sessions.
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One Last Fight - Dice Tower.
This game involves a lot of dice rolling, so I proposed developing a dice tower and used the artwork of the nemesis “Hungry House” to mock-up my proposed design. The project manager enthusiastically approved it and it is now one of the companion products.
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One Last Fight - All Eyes on Me - Print
I often enjoy creating patterns using pieces from the main artwork in a project. These eyes were taken from the main artwork on the game box featuring the “World Eater” nemesis.
This pattern was first developed to use it on the interiors of the game boxes. The project manager liked it so much, we used it to create three more companion products.
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One Last Fight - Blood of My Enemy - Print
One Last Fight also has an expansion box set called Illuminate Expansion featuring more characters to play as and more nemeses to defeat.
This pattern was developed based on the artwork on the expansion box set. It is also used on the interiors of the game boxes. We used it to create the same three companion products.
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The Fablemaker's Deck of Many Things Box Set.
The Fablemaker’s Deck of Many Things: An Oracle for Risk and Reward is an oracle deck based on the fifth edition deck of many things. Beautifully illustrated by Yoshi Yoshitani, these cards are perfect for asking yourself challenging questions and prompting reflection.
I collaborated on designing components for this project. My focus was on developing the the over 100 page guidebook. I also designed all the graphics for the kickstarter page.
To see more follow the link below to see the kickstarter page and all the companion products.
Reached $450,675 pledges on Kickstarter.
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If I Were A Lich, Man
If I Were a Lich, Man is a trilogy of funny Jewish roleplaying games about creative resistance against authoritarianism. The villains in the stories of our oppressors become the heroes in our play.
The box set features 4 decks, 4 wooden dreidels and one instructions booklet. All of which I designed based on the artwork of Ezra Rose. The dreidels are also available to purchase separately, the packaging of which I also designed.
Reached $84,590 pledges on Kickstarter.
Other Projects.
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Caustic Comfort - Brand Design.
I love arts and crafts, and I often find myself trying out new hobbies. A little while back I decided to put these hobbies to use and created a little company called Caustic Comfort. I started this journey by creating a brand.
See more on how I developed to brand by clicking the button below.
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Caustic Comfort - Mushroom Print.
As I mentioned above, I previously worked for a fabric company, but I only really worked on the marketing side of things. I always longed to create my own prints and after I developed Caustic Comfort, I decided I would make my own using lino printing!
I developed prints by sketching, refining digitally and then transferring and carving out lino rubber stamps. I then Ink those stamps and print on the fabric!
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Caustic Comfort - Pet Portrait.
One of my post popular creations is the embroidered pet portraits.
I use a photo of a pet and I create a rough sketch to determine the yarn colours I will use. This is followed by sketching the outline of the portrait onto a cotton-linen fabric. Then I use punch needle embroidery make the creation come to life. I then glue the back and sew the portrait into a pillow!
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FIGO Fabrics - Expo Booth.
This booth was created for FIGO Fabrics’ Spring 2019 release for the Spring Quilt Market annual trade show.
Each wall displays one of the eight collections in FIGO’s Spring line. The walls showcase at least one garment, a project and one quilt which utilizes the fabrics within the collection. I handmade the paper cutouts for the display and planned each display alongside my marketing director.
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Art Gallery of Ontario - Small Wonders Exhibit.
I was a part of the Small Wonders exhibition team where I worked with graphic designer Marilyn Bouma-Pyper to create illustrations of the miniature boxwood carvings.
I was supplied with high-resolution photos of these miniature carvings and I traced the elements that the information panels highlighted. You can see how small the carvings are within the prayer beads featured in the images below. I created all the illustrations in the exhibition.
This exhibition received an award from the Registered Graphic Designers Association in November 2017.
Career History.
Throughout my graphic design career, I have had the opportunity to work with four diverse companies, each offering unique challenges and perspectives. This experience has enabled me to develop a comprehensive skill set, making me highly adaptable and well-prepared to take on a wide range of projects.
Hit Point Press. As a Senior Designer at Hit Point Press, I design and prepare files for manufacturing, liaise with production teams, and manage the proofing and prototyping of books, card decks, and other products. I also create marketing assets for social media, the company website, Amazon store, and Kickstarter campaigns, ensuring all visuals align with the brand's identity.
House & Home Media. I created fresh-looking pages while maintaining the publication’s unique style. I designed customized promotional advertisements for clients with the marketing department, and played a large role designing the annual Special Kitchens and Baths issues, credited as Art Director in both the 2020 and 2021 editions.
FIGO Fabrics and Northcott Silk Inc. At FIGO Fabrics and Northcott Silk, I worked on a variety of marketing materials including print ads, promotional videos, exhibition displays, and email newsletters. I also directed photo shoots, edited images, and designed social media assets and fabric catalogs.
Art Gallery of Ontario. During my two internships at the Art Gallery of Ontario in 2016, I assisted the Design, Marketing, and Publishing departments, creating signage, gallery posters, and promotional materials for events and exhibits.