"Design is not a thing you do. It's a way of life." - Alan Fletcher
About This Project
Project role: Group Leader, Inner Spread Design
Living by Design is a fictitious exhibition concept for the V&A Museum in London, celebrating not only Alan Fletcher’s work
but also his legacy.
but also his legacy.
Alan Fletcher, considered the "Father of British Graphic Design" had a knack for looking at the world sideways. Fletcher’s work represents a bridge between hand-crafted design and the more systematic approaches used today. Through daily observation and hands-on experimentation, Fletcher translated the visual details of the world around him into thoughtful, playful design solutions.
*This invitation was created with a team of two
other designers
Inside Spread: Avery Blanchard
Envelope & Ticket: Hannah Hirsch
Front & Back Cover: Britney Lutchman
other designers
Inside Spread: Avery Blanchard
Envelope & Ticket: Hannah Hirsch
Front & Back Cover: Britney Lutchman
Exploring Alan Fletcher
Fletcher’s approach resonated with my team and I, as we were interested in exploring how observation and experimentation could inform our own visual language. Inspired by his sense of play, we aimed to incorporate a similar curiosity-driven process into our work.
To the right is a collection of Fletcher’s work that I compiled. This research informed key design decisions, including our color palette, red, white, and blue, to reference both Fletcher’s British background and his professional work in America throughout the 60s. It also helped guide our choices in typography and recurring visual motifs used throughout the design.
While researching Fletcher, I found that a lot of his work was a love letter to the designers that he respected. This, of course, guided my own work, as I explored ways I could call back to Fletcher's contributions, but in a clever manner.
While researching Fletcher, I found that a lot of his work was a love letter to the designers that he respected. This, of course, guided my own work, as I explored ways I could call back to Fletcher's contributions, but in a clever manner.
Early Digitizations
Final Output
