The Beginnings of the Rebranding project for Truth or Dare - Urban Clothes store.

I have been trying to incorporate the fun/game/puzzling elements into the Logo. Hence the visualisation of the spinning of the bottle in the early versions. The most recent version creates a puzzle within the logo, this engages the viewer making them think on a conceptual/semantic level of processing. This level of engagement has a higher chance of being remembered, compared to a superficial orthographic level processing.


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Graphic design is when a message is portrayed but not fully given. It seduces the viewer into making a commitment to engage with the work. It is interactive and challenging. The Law of closure states that we will complete something that is incomplete.

Therefore intentionally holding back information can greatly increase intrigue and fascination. This Intrigue continues until curiosity is satisfied.

Deciphering a code/puzzle can give the viewer pleasure, the pleasure of pursuit. Then hopefully a eureka moment once it is completed. The puzzle cannot be too difficult but neither too easy, there must be a balance so the audience is not lost nor patronised. These emotional responses create a connection between the audience and the work.

Visual clues are a necessity. Visual stepping-stones are created for the viewer to follow. Obviously these clues sometime have to be quick and simple but nevertheless present. These clues can turn a 10 second glance into a 10 minute thought provoking encounter. They entice the audience into actively participating with the work. Prolonging the encounter not only gets the piece noticed but also hopefully makes its memorable. If the piece isn’t remembered then I feel the job of the designer has not been fulfilled. 

Feature in Born in Britain, on the Gola Website

Logo Designed by myself, Nick Riley and Jake Williams for a Landscaping company over the summer.   Creating a logo that symbolises a leaf and a landscape, with a sophisticated type face. 

Challenging the Conventions of Reading


For my self initiated project I created a series of books that challenged the way the viewer reads poems/ monologues. 

At first I started using materials that were described in the poems and creating marks with them on the paper however I decided to use typographical alterations to get my message across.


These techniques directly reflect the meaning I took for the pieces. 

For example when a monologue was about a club carpet which got over looked and ignored I made the text very light to make the type get overlooked and ignored.

This gives the text a close relationship with the reader, which I found absent in other poem books. When someone has to read something in a different way to the norm, the reader is far more engaged with the piece. It also enforces the feelings and emotions the writer is trying to provoke.


Creating the authors name out of the binding meant that each book could not stand-alone.  They all had to stay together to complete the series.  Also having the binding name approaches the idea of authorial presence, which many say, is lost once books are published.  To begin with I used the authors picture to address this then I create a cut-through technique (please find in my sketchbook) but realised a subtler method more in keeping. 


If I were to develop my books I would uses a slightly lighter weighted paper stock, which would allow easily opening and closing of the pages.  Also I would carry my advertisement campaign further, creating full sized thread posters for window installations.  

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