Role
Programme Leader, MA Communication Design
Lecturer in Graphic Communication with Typography
Qualifications & background
My professional practice background is primarily in brand and corporate identity strategy, design and management. The visual manifestations of these schemes vary from environmental graphic design, signage, exhibition design, vehicle livery, to all types of printed and digital communications.
All of the latter outcomes dependant upon the nature of the client organisation; from a publisher to an airline, to a luxury hotel chain to an art gallery or a mass transit system. Consequently I have a broad and in depth experience of designing for and teaching a wide variety of visual communication disciplines.
I graduated from the London College of Printing then subsequently worked in London for various internationally acknowledged design consultants including: Pentagram, Henrion Ludlow & Schmidtt, Banks & Miles and Interbrand Newell & Sorrell. I have managed and designed numerous communication design schemes. Some of the notable projects I have worked on include the London Underground sign system and corporate identities for British Airways, Cunard and Faber & Faber.
I have also written a lecture series called New Technology, New Typography given at the University of Westminster, National School of Art & Design Dublin, Middlesex University, London College of Printing and Surrey Institute of Art & Design. I have also been a guest lecturer at Musachimo Art University Tokyo and taught on a part-time basis at the London College of Printing and Central Saint Martins School of Art & Design.
More recently I have completed an MA in Electronic Arts at Middlesex University and a postgraduate higher education teaching qualification at the University of Plymouth. I have also lectured at the Estorick Collection of Modern Italian Art, London on: UK Graphic Design from the 1940’s to the 1990’s,
for the exhibition The Legacy of Avante-Garde Graphics 1918 - 1934.
I joined the University in October 2002 to teach on undergraduate Graphic Design courses; authored and developed the MA Communication Design programme. I am now currently undertaking a part-time Phd.
Research interests
Substituting established types of target audience segmentationwith Learning Styles
– a catalyst for change?
The early stages of my PhD research are an investigation into the effect on Communication Design methodologies, processes and outputs by substituting established types of Market Segmentation such as A, B, C, D, & E’s, gender, socio-economic status,patterns of consumption etc, with the various theories and categories used byteachers and academics to identify the styles and/or modes by which peoplelearn, that within a pedagogic context are generally known as Learning Styles.
The background and motivation to thisproject stems from my own experience as a practicing designer where theprescriptive use of existing communication design research methodologies within Advertising, Graphic Design and Marketing, can often lead to clichéd andmediocre solutions. Indeed it is often marketing professionals that research,frame and define the communication problem or brief before it reaches adesigner. Consequently however imaginative the designer, if the design briefhas been developed in a systemised and prescriptive manner, then the subsequentdesign solution that successfully addresses the brief is also likely to besystemised, prescriptive and mundane.
Marketing, Advertising and Designprofessionals use a range of research methodologies to analyse and define acommunication problem in order to develop a communication design strategy orbrief. These quantitative and qualitative methodologies often includeapproaches such as: focus groups, swot analysis, brainstorming, mood boards and multiple design solutions; media analysis, strategy and planning;patterns of consumption, consumer goals and motives analysis; brand positioning and market analysis; brand values and propositions. However core to, or used in tandem with almost all of these research methodologies, is the use of some form of Demographic, Market Segmentation and/or Consumer Behaviour analysis in order todefine the target audience.
Therefore my approach of radically changinga core research component and design criteria: i.e. substituting establishedtarget audience groupings with a range of different Learning Styles has not only the potential to act as a catalyst to the formulation and addressing ofnew Communication Design criteria, but also to provoke new approaches and possibilities within established Advertising, Graphic Design and Marketing research processes and outputs. Consequently I propose to deliver the same core message in several different ways through a variety of media and formats, using extant and emerging communications technologies. Each delivery will be tailored to a different style of learning. In today’s multi media, multi platform, multi channel environment, I believe this approach is eminently achievable and practical.
Although this approach is likely to create several communications with the same core message, each communication will be designed to accommodate and engage a particular Learning Style. Depending upon the context of the delivery (most likely an exhibition), users may then browse and select their preferred communication, indeed they may select more than one communication and view the same core message through a variety of formats. This latter approach of enabling the user to view the same message in a variety of formats could not only makes it possible to facilitate greater understanding of the message but should also enable the user to make judgments on which type of communication is most appropriate for them. The proposed content of the latter messages is the evolution of the Western alphabet; the history of its use in conjunction with the development of technology and culture has a broad ranging educational and cultural significance; consequently could, or indeed should be of interest to anyone that uses an alphabet. It is also a subject where I already have a substantial knowledge & expertise.
UoP Research group membership
i-DAT (Institute of Digital Art & Technology)
Message
Publications
Dec 2011 - abstract and poster accepted - paper still under peer review
The 9th International Conference of the European Academy of Design, Porto, Portugal
Recently submitted paper based on ongoing PhD research. What will be the effect on communication design methodologies, processes and outputs by substituting the established types of market segmentation, with the various categories used to identify the way people learn?
Sep 2010 - exhibitor
Letters - a journey through western letterforms - ICCI 360 ° Festival, Plymouth
An animation accepted for the first panoramic festival of its kind. The ICCI 360 Festival arena consisted of a 21 metre diameter dome incorporating a 62m x 6m high projection screen that used cutting edge technology with surround sound and high resolution projection to provide a 360°, panoramic, digital experience.
Apr 2010 - exhibitor and curator
Message 32 exhibition, Peninsular Arts Gallery
Demographics: the audience is the message? An initial investigation of the potential of defining target audience groupings by the way people learn.
Sep 2009 - exhibitor and co curator
Graphic Expressionism, Peninsular Arts Gallery
Graphic Expressionism, an exhibition that offers practicing professionals within the creative industries, the opportunity to showcase their creative outputs away from their work environment, Cube Gallery, Peninsular Arts Gallery, Plymouth.
Jul 2008 - abstract and poster accepted, published and exhibited
New Views 2 Conference, London College of Communication
A through E: Demographics: the audience is the message?
Abstract and poster accepted for participation and exhibition in New Views 2, an international conference on the future of Graphic Design at the London College of Communication. Initial research into the development of alternatives to the research methodologies used by contemporary Graphic Design, Advertising and Marketing.
PEER REVIEWS
Nov 2008 - peer review
Routledge Publishing - Graphic Communication
Refereeing and evaluating an outline book proposal: A Handbook to Graphic Communication, a comprehensive description of the design process from pitching for a job to getting paid, whilst relating the latter to critical theory and evaluation.
Aug 2008 - peer review
Intellect Publishing - Design Integrations
Refereeing and reviewing an unpublished manuscript: Design Integrations, the development and use of design research (particularly in relation to how designers collaborate with other designers and non-designers) in order to identify, map and establish design as a coherent discipline.
Reports & invited lectures
New Technology, New Typography
A lecture series given at: London College of Printing • Middlesex University • National College of Art & Design Dublin • University of Westminster • Surrey Institute of Art & Design.
A series of illustrated lectures discussing the history and development of the Roman alphabet, viewed in parallel to the development of western technology and culture. The development of and the major changes to the Roman alphabet, have primarily occurred not only as a result of the development of language and demands of culture but also the technological progress of its means of display and production. From cave walls, clay tablets, papyrus, monumental masonry, paper, printing, photographic film, cathode ray tubes to digital communication systems. The lectures chart this technological progress whilst putting it into a general historical context.
UK Graphic Design from the 1940’s to the 1990’s
Estorick Museum of Modern Italian Art, London
For the exhibition The Legacy of Avante-Garde Graphics 1918 - 1934.
Games, Henrion, Pentagram, Brody
Part of a lecture series, Conversations with Art & Design Practice.
University of Plymouth.
London Underground Sign System design and development
Guest lecture Musashimo Art University, Tokyo.
