University of the Arts London, Central Saint Martins

Sum of its Parts

UAL/Central Saint Martins Degree Shows 2019 visual identity. The shows are a key annual event for graduating students, attended by collectors, buyers, agents, and future employers from the creative sectors and the general public (roughly 40,000 visitors). The design needed to be engaging, accessible, inclusive, informative, practical, and able to communicate both digitally and in print.

The visual identity is formed by individual components coming together to create new forms, new ideas and new perspectives. We wanted to focus on celebrating the talent that exists and is further enhanced when showcased together as one body. 

To translate this concept into form, we selected three basic shapes—a triangle, a circle, and a square—to represent the three shows. This is underpinned by a single shape as a metaphor for the individual talent and the combination of those shapes as a metaphor for the collection. Once the individual units combine, they invoke new meanings and communicate in a way that highlights the power of the whole. When communicating about all three shows all shapes are used together, while when talking about an individual show, only one representative shape is used.

Made in collabration with José Soares, Jonathan Quaade & Gina Crighton.

I was directly involved with the ideation, concept development, and design of the print and digital collateral. Key deliverables included: E-vites, website design, motion screen graphics, social media campaign, magazine and digital adverts, art sales catalogue, fly posters.


CSM Degree Shows
Foundation Show — triangles,
Art Show — circles,
Design Show — Squares.


Image credits:
Collin Buttimer,
Jonathan Quaade
& Sapir Ziv