Leadership & Futures: Grafucks Magazine

gr 1
cªfu THEMAGAZINEGIVINGA
ELEANOR LEIGH HUBBARD
CANDID LOOK INTO ONE HUB17516990
GIRL’S JOURNEY THROUGH LEADERSHIP & FUTURES PORTFOLIO
UNIVERSITY, PERSONAL- MO-LING CHUI
AWAKENINGS AND FINDING 11 JUNE 2020

ks .CREATIVITY

2

3

I AM ELEANOR LEIGH HUBBARD
A 22-YEAR-OLD WITH A VISION FOR THE FUTURE.

CONTENT
INTRODUCTIONS
page:
6-7 INTRO.
8-9 WHY I CHOSE DMC.

WHO IS ELEANOR?

page:
10 VIA INSTITUTION TEST.
11 NATAL CHART.
12-13 DMC COMPETENCIES.
14-15 MYERS-BRIGGS.
16-17 PERSONAL NETWORK TIMELINE.

page: FIRST YEAR WORK
20-21
22-25 PECHA KUCHA.
26-29 INTERSECTIONALITY.
30-37 DMC JOURNAL.
38-41 RULES FOR RADICALS.
42-43 CTS VISUAL ESSAY & BLOGS.
FINAL NOTES.

TS 5

SECOND YEAR WORK

page:

44-47 HIP HOP STUDIES.

48-51 SPECULATIVE ALDI REBRAND.

52-53 FINAL NOTES. THIRD YEAR WORK

page:

56-59 DAISIE.

60-61 THESIS.

62-63 CANCELLED PLANS.

64-69 FMP

70-71 BRANDING MYSELF

72-73 FINAL NOTES ON DMC.

FUTURE THINKING

page:
74-75 CV ITERATIONS.
76-81 ILLUSTRATION PROGRESS.
82-83 PERSONAL DEV. ACTION PLAN
84-85 DESIGN RATIONALE
86-87 FINAL THOUGHTS.
88-89 BIBLIOGRAPHY.

6

Throughout my time on the Design Management & Cultures
course, my growth both academically and personally has been
exponential, although, somewhat turbulent. University is a
milestone in many people’s journies that shapes who they are,
building roots for life and although not untrue for me, I believe
my time at university has expanded my scope for my future -
freeing me of the rigid ideas I was once attached to.
This magazine shall act as a window into pivotal moments of my
DMC career, addressing my personal growth and insights along
the way.
I began my time here at UAL as an avid print enthusiast with the
dream of one day owning her own magazine publication.
However, I leave with a burning passion for justice and reform,
unsure of where my career may take me - but certain I want to
be a part of the necessary change to come.

7

8

BEGIN JOURNEY.

Before attending DMC, I was living in
my small town of Hinckley after being
in Copenhagen for 5 years prior. I was
working as a waitress to save money
for the big move to University. Being
back in my small town made my thirst
for knowledge more palpable, I often
butted heads with those who shared
a small-town mindset as my values
didn’t seem to align with theirs. I had
just returned from living in the vibrant
city of Copenhagen, in which I went to
an International School to take the IB.
Returning to my old lifestyle allowed
me to realise just how much I desired
to experience a diverse set of minds, I
decided I wished to travel to a city for
University.

After scouring my options, I found fig.1 Part 1 of my personal statement I provided
Design Management. It seemed an when applying for Design Management and
area that encompassed my interests Cultures.
while seemingly fostering personal
freedom as well. I was torn between
studying at Lucerne School of Art and
Design or University of the Arts London
- however, due to limitations with
costing Lucerne seemed less feasible.

I decided upon UAL as London 9
possessed a magical aura for me,
being from a small town in the fig.2 Part 2 of my personal statement I provided
midlands - the capital becomes a when applying for Design Management and
holiday destination, a fairy tale of hopes Cultures.
and dreams. I decided I wanted to
experience this city I never imagined I’d
get the opportunity to live in as a child.
I was also swayed by UAL’s additional
‘cultures’ element that Lucerne did
not offer in the title. During the IB in
Denmark, I took higher-level Business,
English Literature and History - Design
Management and Cultures seemed to
hit all of my desired touchpoints that I
believed I required for my career. The
ethical and sustainable core to the
course enticed me, while the human-
centred teaching allowed me to confirm
I wanted to attend DMC at UAL.

While compiling my old projects for this
portfolio, I stumbled upon my personal
statement written to accompany
my university application. It’s funny
to read it back as I can still see the
clear presence of my ideals within the
writing. I highlight my efforts within the
self-initiated Charity Council, where
myself and my peers would hold events
to raise money for amazing causes.
I also mention my world view, having
attended BIGMUN - my policial lens
has been apparent from the start.
However, I was very focussed on
the business element of the course.
Having just finished the IB, my school
encouraged more classical subject
choices - having me actually drop
art in favour of history. A decision I
now am very happy to have made,
however, although I did practice my
artistic capabilities, my creative mindset
had not been exercised in a while.
The personal statement itself is quite
bland, you can see I am yet to have the
chance to experiment with multiple tone
of voices and delivery techniques to
enhance my writing.

LOCKDOWN PURGATORY 10

Grafucks-Press.IS IT JUNE NOW? JESUS. 2020. EDITION #01.

The Daily Elegraph

WHO IS THIS GIRL? WHY IS SHE THIS WAY? WILL SHE EVER STOP ARGUING WITH FASCISTS?

THE VIA INSTITUTION’s Y R A B G V S U C U R I O S I T YA U M
STRENGTHS AND H F S FRB D J Q CB RJ OH P VPN
WEAKNESSES TEST. G A D DAG F GW VN FKCA L CL Y
F S F S T D G F E BU AG I H M H F U
For one of our digital seminars post-lockdown D C G A I A U D T NA SDA F C USO
with Nina Maklin and Mo-Ling Chui, we were S S B F T S L S H M L C A L D S MWN
tasked to do the VIA Institution on Character’s E E G HUD I A J GD BT I R L O V E
strengths profile. I produced a map to visualise R L H J D F Y D K YMT ON T R UT I
my results from the test (see fig. 3). We were T F J KER A G L ACE Y T Y T RY L
asked to do this so we could discuss what traits B R K I D L F B O B R A V E R Y Z D M
compile to make a good ‘design manager’, and N E L UM O H N U S AMA L U U XM C
how we can grow and build upon these traits. K G N SC G J M T GFWV L G I RC R
I mapped my results against a key of what
constitutes as a ‘good design manager’ to show I U N V T S M A C N I OM I H A B I E
where my successes and short-comings fall.
It was insightful to see the results of I L Y N U O P V E U B RO G M Y U BA
this test, my top three strangely mimicked the
pattern of my star signs traits: Curiosity, Social U A DFBAHYRNM KUE UZEST
Intelligence, Bravery. These three strengths
are prevalent in me as I am always seeking out G T G Y U A N C S M A N UN Q Y N C I
new knowledge and collaborating with others F I A S R T Y H A S B S MC J A U MV
to question our institutionalised ideologies, D OGAUMPRUDENCE VBUA I
ideating ways in which we can tackle the S NDGHAHETM POLJYASFT
‘wicked’ problems of the world. AP DGNAHETM POLJYASFY
My three lacking traits are Self X LFORGIVENESSLAYYFNI
Regulation, Prudence and Zest. These three
being what I lack most make me seem like
quite a dreary person, however, I accept these
come along through struggling your way to
success - I am independent with finances,
housing, university, work etc. therefore, failure
is not an option - being prude with my choices
came through many mistakes making me overly
cautious, as well as not having the affordance to
mess up.

fig.3 Wordsearch showing my results from the
VIA Institutions Strengths and Weaknesses
personality profile.

MY TOP SIX STRENGTHS. MY SIX WEAKEST TRAITS

11

fig.4 My natal chart featuring all my placements
and their respective houses.

OH NO! My chart has always resonated with me on
SHE’S THAT many levels. My Libra sun allows me to be able
ASTROLOGY to maintain a diplomatic stance when faced And finally, my Scorpio rising is what I believe
GIRL. with confrontation - I also attribute it for my makes me rather self-conscious around groups
personable demeanour. When comfortable, of people - as it conflicts with many of my Libra
I thought to include my natal chart, as it's forming bonds with people comes easily for me. traits. I believe it is culpable for my flames and
something I know I'd love to see before meeting However, my Libra sun is also accountable for fire, although a water sign - Scorpio's harbour
anyone. I'm that girl who always knows my inability for decision making in my personal a lot of passion and possess strong individual
everyone's star signs, whether you love it or life (I do have to say this doesn't follow me into moral drives. I believe I'm like marmite, you
not, I find my natal chart a really useful tool my professional life, I have no idea why) and either love or hate me as I'm quite honest to a
for self-growth. It acts as a touch-point for an over-talking, I do have to say I tend to ramble fault and my values are quite strong - so I am
accumulation of traits and ways to manoeuvre on - as you will become very aware of reading not afraid to argue for what I believe in.
through them. The most prevalent of placements this magazine. Sorry about that.
in your natal chart are Sun - the most dominant, Speaking, writing and
Moon - your subconscious tendencies and communicating, in general, have always been
journey through emotions and Rising the side huge aspects of my personality. My Pisces moon,
of you that surfaces in social situations, mine allows me to empathise with many situations,
being: Libra, Pisces, and Scorpio. I believe it's helped me throughout DMC to
understand the human-centred approach as it
feels true to the way I have always wanted to
conduct my work. My Pisces moon also allows
me to be able to see bigger ideas, getting lost
in fantasy and grand ideas for future society,
however, this can also be counter-productive as
many of my projects have such a grand scope
they become mountains rather than condensed
pieces of work.

12

CORE

DESIGN PROCESS CULTURAL & COLLABORATION & COMMUNICATION &
/DESIGN THINKING BUSINESS CONTEXT TEAMWORK PRESENTATION

PRACTICE

RESEARCH METHODS & DESIGN PRINCIPLES VISUAL THINKING PRODUCTION &
ANALYSIS PROTOTYPING

MANAGEMENT SCOPING, FRAMING PROJECT MARKETING, LEADERSHIP &
BRIEFING MANAGEMENT BRAND MESSAGE VALUE PROPOSITION

THOUGHTS CRITICAL & EMPATHY & GLOBAL & LOCAL SUSTAINABILITY
STRATEGIC THINKING STAKEHOLDER INSIGHT DIVERSITY FUTURE THINKING

fig.5 Design Management Competency framekwork mapped
against my strengths and weaknesses.

13

LACKING.
IN DEVELOPMENT.

CONFIDENT.

MY SIX STRENGTHS. CURIOSITY. LOVE. A photo of myself and my boxes produced for leadership & futures brief.
SOCIAL INTELLIGENCE. CREATIVITY.
BRAVERY. HUMOUR.

MY SIX WEAKNESSES. PRUDENCE. GRATITUDE.
SELF REGULATION. FORGIVENESS.
ZEST. TEAMWORK.

DESIGN
MANAGEMENT
COMPETENCIES.

I decided to go on further and map my DMC and has transcended the curriculum into However, I am lacking in prototyping
strengths and weaknesses profile against the my interpersonal relationships, allowing me to skills. Throughout DMC - the bulk of our work
design competency framework. I produced see the perspective of many different walks has only required writing skills and print and
a key to correspond with each of my relevant of life. DMC did not attract many like-minded finishing. We have lacked the know-how to
strengths and weaknesses showing where the working-class girls, many students are from produce physical designs. This can fall to
two overlap, and where I must focus my areas affluent backgrounds with financial support me not taking advantage of the workshops
of growth. and business ideas. It took me a few moments at UAL to my fullest extent, however, few
I am quite experienced with ideation, to get my footing in class and to really briefs required us to create anything tangible.
defining problems and empathising with understand everyone's values, but this ability That is something I'd love to explore further
issues that require fixing. The natural ability definitely benefitted me greatly in creating in my career, utilising more workshops and
to empathise has been a blessing throughout bonds in class. expanding my breadth of skills.

INFP-T 14

THE MEDIATOR.

MYERS-BRIGGS 16
PERSONALITIES.

THE Myers-Briggs 16 personalities test be labelled an ENFP-T, the campaigner. This have many opportunities to form friendships
is used to gauge one's personality type, never seemed to completely resonate with at the beginning of DMC. I had a very small
strengths, weaknesses and goals. It was me. The INFP-T personality type, however, friend circle that mainly maintained contact
devised by Isabel Myers and her mother seems more fitting for me. Although the name through texting and uni seminars. It allowed
Katherine Briggs based on their work with Carl mediator may initially seem to negate the fire I me to focus on my university work - as I
Jung's theory of personality types (Cherry. have for change - this personality type is said rarely attended freshers events due to living
K, 2019). They saw the possibilities that to house people with grand ideas for the future, in external accommodation. I believe that
real-world application of Jung's personality with altruistic cores and passion at heart. I throughout this time my personality shifted
types could have, through their research they resonate with the creative passion that fuels to INFP-T, I cultivated my then non-existent
devised a methodology in which individuals INFP-T's, they're open-minded and hopeful for design skills so that I could produce a higher
could self-identify their personality type, aiding the future - some say far too idealistic however standard of work. I saw that DMC was a very
people with choosing occupations that would I don't see this as a fault, more having the best theory-heavy course, therefore I wanted to be
be best suited for the role based on their intentions at heart. They're also said to be self- able to maintain a creative core to my projects
personality types and their values - helping critical, taking things too personally. This is also to balance this out.
people lead healthier, happier lives (Cherry. K, somewhat true, I have become increasingly
2019). aware of the high standards I hold myself to,
that ultimately make me sensitive to criticism,
The human-centred core of this test has this is something I have been working on -
allowed for those who struggle to pinpoint their being sure to listen and value any constructive
strengths and weaknesses to have a better guidance offered to me.
understanding of themselves. It's also a great
tool to help produce CV's as you can mould I felt throughout DMC my personality type
the points outlined around your personal shifted from ENFP-T to INFP-T, the class
experiences. dynamic was very intimidating at first and
I believe being around so many large and
Interestingly, I was not always an INFP-T, demanding personalities was overwhelming
before when taking the test I would always at first. Alongside personal struggles, I didn't

WHO ARE MEDIATORS? STRENGTHS 15

Mediator personalities are true idealists, IDEALISTIC
always looking for the hint of good in even
the worst of people and events, searching for Mediators’ friends and loved ones will come to admire and
ways to make things better. While they may depend on them for their optimism. Their unshaken belief that
be perceived as calm, reserved, or even shy, all people are inherently good, perhaps simply misunderstood,
Mediators have an inner flame and passion lends itself to an incredibly resilient attitude in the face of
that can truly shine. Comprising just 4% of the hardship.
population, the risk of feeling misunderstood is
unfortunately high for the Mediator personality SEEK/VALUE HARMONY
type – but when they find like-minded people
to spend their time with, the harmony they feel People with the Mediator personality type have no interest in
will be a fountain of joy and inspiration. having power over others, and don’t much care for domineering
attitudes at all. They prefer a more democratic approach, and
WEAKNESSES work hard to ensure that every voice and perspective is heard.
Open-Minded and Flexible – A live-and-let-live attitude comes
TOO IDEALISTIC naturally to Mediators, and they dislike being constrained by
rules. Mediators give the benefit of the doubt too, and so long
Mediators often take their idealism too far, setting themselves as their principles and ideas are not being challenged, they’ll
up for disappointment as, again and again, evil things happen in support others’ right to do what they think is right.
the world. This is true on a personal level too, as Mediators may
not just idealize their partners, but idolize them, forgetting that VERY CREATIVE
no one is perfect.
Mediators combine their visionary nature with their open-
TOO ALTRUISTIC mindedness to allow them to see things from unconventional
perspectives. Being able to connect many far-flung dots into a
Mediators sometimes see themselves as selfish, but only single theme, it’s no wonder that many Mediators are celebrated
because they want to give so much more than they are able poets and authors.
to. This becomes a self-fulfilling prophecy, as they try to push
themselves to commit to a chosen cause or person, forgetting PASSIONATE/ENERGETIC
to take care of the needs of others in their lives, and especially
themselves. When something captures Mediators’ imagination and speaks
to their beliefs, they go all in, dedicating their time, energy,
IMPRACTICAL thoughts and emotions to the project. Their shyness keeps
them from the podium, but they are the first to lend a helping
When something captures Mediators’ imagination, they hand where it’s needed.
can neglect practical matters like day-to-day maintenance
and simple pleasures. Sometimes people with the Mediator DEDICATED
personality type will take this asceticism so far as to neglect
eating and drinking as they pursue their passion or cause. Hard-Working – While others focusing on the challenges of the
Dislike Dealing With Data – Mediators are often so focused on moment may give up when the going gets tough, Mediators
the big picture that they forget the forest is made of individual (especially Assertive ones) have the benefit of their far-reaching
trees. Mediators are in tune with emotions and morality, and vision to help them through. Knowing that what they are doing
when the facts and data contradict their ideals, it can be a real is meaningful gives people with this personality type a sense
challenge for them. of purpose and even courage when it comes to accomplishing
something they believe in.
TAKE THINGS PERSONALLY
DRIVE AND INTENT
Mediators often take challenges and criticisms personally,
rather than as inspiration to reassess their positions. Avoiding Being a part of the Diplomat Role group,
conflict as much as possible, Mediators will put a great deal Mediators are guided by their principles,
of time and energy into trying to align their principles and the rather than by logic (Analysts), excitement
criticisms into a middle ground that satisfies everybody. (Explorers), or practicality (Sentinels). When
deciding how to move forward, they will
DIFFICULT TO GET TO KNOW look to honor, beauty, morality and virtue –
Mediators are led by the purity of their intent,
Mediators are private, reserved and self-conscious. This makes not rewards and punishments. People who
them notoriously difficult to really get to know, and their need share the Mediator personality type are proud
for these qualities contributes to the guilt they often feel for not of this quality, and rightly so, but not everyone
giving more of themselves to those they care about. understands the drive behind these feelings,
and it can lead to isolation.

PERSONAL I produced a timeline showing the bonds I 1166
NETWORK built throughout my time on DMC, I believe
TIMELINE. the personal human connections I made to
be more important than anything. I gained so
much knowledge and wisdom from so many
wonderful people I have had the pleasure to
meet throughout my time here, as well as had
the misfortune to meet some less-inspiring
individuals. All provide insight into the world
around me. I have provided a set of keywords I
find myself associating with specific moments
in time.

firstyear

In first year, my circle was
small comprising of only a
few close friends. I was quite
overwhelmed and in a bad
place, therefore wasn’t up for
socialising much. I made a few
friends outside of university
through freshers and had
one of my childhood friends
that I rekindled the friendship
with once I moved down. My
professional connections
were minimal as I had only
worked hospitality jobs.

secondyear

Once I became more settled in London and my personal situation became less stressful, I was
far more myself. I pushed myself to make friends on the course, even going to Paris to visit those
who were on the exchange programme. I formed my current friendships I still have today, I lost
a few freshers friends and other less built bonds over the year - however, I gained so many
wonderful friendships with both lecturers and peers. I also began my professional career - with my
relationships at Daisie strengthening I began to have hope for a better future.

SELECT BONDS IVE MADE. MMEE. FRIENDS OUT OF UNI. 17
DAISIE RELATIONSHIPS FREELANCE CONTACTS
UNI FRIENDS FRESHERS FRIENDS thirdyear
UNI LECTURERS CANCELLED PLANS RELATIONSHIPS
By my final year, I had
experienced many trials and
tribulations - both losing and
gaining people along the way.
Through the opportunities
offered to me, I was able
to expand my industry
knowledge and connections
- forming sustainable and
meaningful bonds with
both inspiring creatives and
employers alike. Free-lancing
opportunities have allowed
me to begin branding myself
as well as getting my name
out there. I believe I am in a
much more solid standing to
venture out into my future.

2018 18

2019

19

2020

PORTFOLIO.

PETCHA KUTCHA: 20

THE
EVOLUTION
OF THE
WOMAN’S
MAGAZINE.

21

THE FIRST THE Public speaking was always something that
ASSIGNMENT LADIES terrified me. I had the tendency to choke under
THAT PUSHED MERCURY the pressure from dry mouth and getting
ME OUT OF flustered with my speech - or at least I always
MY COMFORT 1693. felt as though I was coming off that way to
ZONE. my audience. This project was especially
>> I wanted to begin by reflecting on a project challenging as it was under an allotted amount
that I distinctly remember pushing me outside of time - something, as a rambler, I was bad at.
of my comfort zone. As a part of our first-year
unit 'Creative​ ​Industries​ a​ nd​ ​Economies' led by I decided to immerse myself in the world of
Robert Urquhart, we had to produce a Pecha feminist magazines - addressing the 4th wave
Kucha presentation on our industry of interest. of feminism, and how we can embrace the
Pecha Kutcha is Japanese for chit-chat, this digital era to welcome in a new generation
method was devised to provide clear cut of women's magazines. Looking back on
presentations that are insightful with the most the project, the insights I drew were rather
crucial of information condensed into 20 slides interesting and are still interesting to me now.
of 20 seconds (pechakucha.com, 2020). Covering heavy topics such as the importance
of intersectionality - highlighting the misandry
is present in some nu-wave feminism, also
highlighting the role design and aesthetic plays
in the 4th wave - I expanded my insight into
design thinking.

The idea is that if one spends 20 seconds per ‘It’s not an explicit no-
slide they can cover the necessary information men attitude, it’s more
in a more engaging way than if they were to if it fits, it works.’
have an uncapped amount of time. Being in
a difficult situation at home, combined with Danielle Pender founder & editor in-chief Riposte
having moved to the capital city alongside (2015)
feeling uncomfortable in the classroom
environment as it stood, made this prospective I wished to explore the 'wicked' problems of the
industry without even realising I was doing so.
‘I see 4th wave feminism as a way ofpresentationaverydauntingtask. I believe this is where the change occurred in
myself when I began my journey through DMC
thinking that is open, fluid and I was accidentally finding the human-centred,
‘I seeco4nthnewcatveed,feamndinoisnme tahsaat iwsay of anti-capitalist rhetoric of my projects that I
now understand to be the crux of my projects -
thintrkainnsgfothrmatinisgoopuernw, folurlidd.’and trying to detach from capitalism, finding a new
connected, and one that is less cold version of society.

transforming our world.’ My Pecha Kucha presentation I now remember
fondly. After painstakingly preparing for hours
Robert Adanto, film maker. upon hours, I was properly too well prepared
(2015) ultimately psyching myself out - however, the
presentation still went very well. And I now see
it as a big turning point for my presentation
skills and confidence in general.

#22
#SAYTHE IMPORTANCE OF INTERSECTIONALITY.
The concepts of intersectionality are very “WHEN SHE [EMMA] TOOK This institutionalised injustice transcends the
prevalent in that of our current conversations in THE CASE TO A COURT OF courtroom and into the wider justice system.
society. The Black Lives Matter movement has
Police brutality has taken the lives of black
is more important than ever. In December

#of 2014, the African American Policy Forum
garnered the steam it deserved centuries ago - LAW, THE JUDGE DISMISSED women from as young as 7 to as old as 95,
with protests taking place globally inciting real IT UNDER THE GROUNDS with their only crime being existing while being
change. The conversation of intersectionality
black (Crenshaw. K, 2018). These women's

THAT THE COMPANY HIRED unnecessary deaths do not seem to garner as
much outrage as their fallen brothers. This is
female lives to that of police brutality. The

#SAconcept of intersectionality addresses these

blind spots in our justice system's framing of
(AAPF) partnered with the Caribbean Institute BOTH BLACK MEN AND due to the issues of intersectionality.

for Security and Public Safety (CISPS) to WHITE WOMEN, THEREFORE, The same matter is applied for black trans
launch the now infamous #SayHerName

movement. The call to action was devised COULD NOT DISCRIMINATE. lives, in 2013, the National Coalition of Anti-
as a means to address the abhorrent lack of
in public outrage regarding the loss of black THEY MISSED THE FRAMING Violence Programs reported that transgender
POC are seven times more likely to be
OF THE PROBLEM AS
BEING ONE GROUNDED IN targets of police brutality compared to white
cisgender individuals (NCAVP, 2013). Tony
McDade being the latest victim to tragically
for media, organisations, researchers,issues.
policymakers, and individuals who wish toAAPF has a dedicated resource sectionINTERSECTIONALITY” lose his life at the hands of the American police
(CRENSHAW. K, 2018). force on June 3rd 2020 (Milan, T. 2020). The
#educate themselves with detailed reports
loss of transgender lives often goes ignored by
and accounts of police brutality against
black women - addressing black women's Emma Degraffenreid is a black working wife the masses, due to these issues surrounding
experiences with profiling and unjust policing and mother, she applied for a job at a car intersectionality limiting framing. Recently
(AAPF, 2020). Kimberlié Crenshaw headed we're seeing more attention dedicated to
a very insightful Tedtalk on the ever-growing manufacturing plant and was rejected under
importance of intersectionality in 2018, she what she believed to be racial discrimination these marginalised groups, a necessary point
of expansion in our scope of empathy as a
#SAYHnotes how our framing for problems often lacks due to the fact she was a black woman society. Black trans people have been the
(Crenshaw. K, 2018). When she took the case forefront of movements such as Stonewall
the contextual elements of these multifaceted to a court of law, the judge dismissed it under
problems. She calls back to a case she found with iconic figures such as Marsha P. Johnson
the grounds that the company hired both pioneering the LGBTQA+ rights movement
“RACBIANTEENRODHPETMTIEVOIAS-PNIVRREDAIAGTVOURTEEEAELIDNOTEDLSSNNTTT”HCAOIOMAELFWETCPPSHTOROMRIOATLAOLIGECNIRRTCESEAIIOBSGMLRGNEISKUNEOETNDFLADEYLRETITRPOYOC#N##impactful.black men and white women, therefore, could(Marshap, 2020). We mustn't neglect
these areas of society where marginalised
not discriminate. They missed the framing people are further oppressed by issues of
of the problem as being one grounded in intersectionality.

intersectionality (Crenshaw. K, 2018).

(NCAVP, 2013).

#SAYHERNAM23 E
YHERNAME#SA
#SAYHERNAME
AYHERNAME #S
#SAYHERNAME
HERNAME #SAY
NAME#SAYHER
#SAYHERNAME
#SAYHERNAME
#SAYHERNAME

24

#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB ###AAACCCAAAPHBBB ###OAAAACCCLSAAAIBBBTC###AAAAECCCKAAABBBBER###NAAAUCCCAAATTBBBHAELILTIYVES
#ACAB
#ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB

OF BLACK WOMEN#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB #ACAB #ACAB #ACAB #ACAB

FROM AS YOUNG AS 7#ACAB #ACAB #ACAB #ACAB #ACAB
#ACAB ###AAACCCAAATTBBB O###HAAACCCEAAAAIBBBSR###AAAOOCCCAAALNBBBD###LAAAYACCCAAACSBBB R9I5M, WE ITH
#ACAB
#ACAB
#ACAB #ACABB #EAICNABG#AECAXB #ISACTABING WHILE
BLACK.

(CRENSHAW. K, 2018)

BREONNA TAYLOR - KILLED BY POLICE IN HER BED MARCH 13, 2020 2255
CHARLEENA CHAVON LYLES – KILLED BY POLICE JUNE 18, 2017
KORRYN GAINES – KILLED BY POLICE AUGUST 1, 2016 #SAYHERNAME
SANDRA BLAND – DIED IN POLICE CUSTODY ON JULY 13, 2015
ALEXIA CHRISTIAN – KILLED BY POLICE ON APRIL 30, 2015
MYA HALL – KILLED BY POLICE ON MARCH 30, 2015
MEAGAN HOCKADAY – KILLED BY POLICE ON MARCH 28, 2015
JANISHA FONVILLE – KILLED BY POLICE ON FEBRUARY 18, 2015
NATASHA MCKENNA – DIED POLICE-INDUCED TRAUMA ON FEBRUARY 8, 2015
TANISHA ANDERSON – KILLED BY POLICE ON NOVEMBER 13, 2014
AURA ROSSER – KILLED BY POLICE ON NOVEMBER 9, 2014
SHENEQUE PROCTOR – DIED IN POLICE CUSTODY ON NOVEMBER 1, 2014
MICHELLE CUSSEAUX – KILLED BY POLICE ON AUGUST 13, 2014
PEARLIE GOLDEN – KILLED BY POLICE ON MAY 7, 2014
GABRIELLA NEVAREZ – KILLED BY POLICE ON MARCH 2, 2014
YVETTE SMITH – KILLED BY POLICE ON FEBRUARY 16, 2014
MIRIAM CAREY – KILLED BY FEDERAL AGENTS ON OCTOBER 3, 2013
KYAM LIVINGSTON – DIED IN POLICE CUSTODY ON JULY 24, 2013
KAYLA MOORE – KILLED BY POLICE ON FEBRUARY 12, 2013
SHELLY FREY – KILLED BY POLICE ON DECEMBER 6, 2012
MALISSA WILLIAMS – KILLED BY POLICE ON NOVEMBER 29, 2012
ALESIA THOMAS – KILLED BY POLICE ON JULY 22, 2012
SHANTEL DAVIS – KILLED BY POLICE ON JUNE 14, 2012
SHARMEL EDWARDS – KILLED BY POLICE ON APRIL 21, 2012
REKIA BOYD – KILLED BY POLICE ON MARCH 21, 2012
SHEREESE FRANCIS – KILLED BY POLICE ON MARCH 15, 2012
AIYANA STANLEY-JONES – KILLED BY POLICE ON MAY 16, 2010
TARIKA WILSON – KILLED BY POLICE ON JANUARY 4, 2008
KATHRYN JOHNSTON – KILLED BY POLICE ON NOVEMBER 21, 2006
ALBERTA SPRUILL – DIED OF POLICE-INDUCED TRAUMA ON MAY 16, 2003
KENDRA JAMES – KILLED BY POLICE ON MAY 5, 2003
LATANYA HAGGERTY – KILLED BY POLICE ON JUNE 4, 1999
MARGARET LAVERNE MITCHELL – KILLED BY POLICE ON MAY 21, 1999
TYISHA MILLER – KILLED BY POLICE ON DECEMBER 28, 1998
DANETTE DANIELS – KILLED BY POLICE ON JUNE 8, 1997
FRANKIE ANN PERKINS – KILLED BY POLICE ON MARCH 22, 1997
SONJI TAYLOR – KILLED BY POLICE ON DECEMBER 16, 1993
ELEANOR BUMPURS – KILLED BY POLICE ON OCTOBER 29, 1984

[Names taken from AAPF’s updated police brutality report, 2020]

DMC JOURNAL. 26

NOTES As the classes I took during the IB were mainly ac- fig.2
ON THE ademic, I found myself procrastinating through fig.1
PROGRESS
I’VE MADE. drawing. I had a pretty good portfolio of both digital fig.6 fig.5 fig.3
and physical art work by the end of my 2 years doing fig.7 fig.11 fig.4
I wanted to highlight one of our final the IB. I helped a couple of my friends through their fig.8 fig.9
submissions for our Design Management unit fig.10
Creative​ ​Industries​ a​ nd​ ​Economies in year 1 IB art coursework as well which trained me to have
for Robert. It was to be a DMC journal of our much more patience, but I found it really fulfilling to
time before UAL and what we had learnt thus see my friends’ skills grow. My dad and Rebecca also
far. I opted to produce a magazine, to highlight fully supported my creative flare, they would always
my interests in print and to attempt to expand ask for my input and help with their newest business
upon my design capabilities. Looking back, the that helped companies redesign and create logos. This
lack of design know-how is staggering, I almost
cannot believe the growth in my understanding really gave me a look at how business and creatives
of rhythm and balance and composition. The can work symbiotically. Through the latter half of
journal is an interesting insight into my lifestyle
at the time. I was in a very difficult situation my second year of IB, I really decided that I wanted
when producing this piece, a situation that to pursue a more creative university degree, moving
went on to shape a lot about who I am today. completely away from the IT or marine biology de-
I believe this shows in the booklet, I see grees I had been looking at. This was when I seriously
someone who is lost and struggling to find their considered not going to university in Denmark at all,
footing. I can see the beginnings of my internal even though it was free. They just did not offer a wide
awakening - dedicating spreads to discuss range of creative courses. This was when I saw Design
mental health and human-centred design
rather than business heavy topics that I was Management and Cultures at UAL.
used to.
fig.12

I moved to Denmark with my dad and
his girlfriend, Rebecca, in 2014. I was
16 and had never moved away from
England before. I was terrified. But I knew
it was an amazing opportunity for me.
Although, I did not know just how much of
an amazing decision it would come to be.

copenhagen

Copenhagen is one of the best cities such as fine art and French as they were
in the world in my opinion. My few not seen as ‘accademic enough’ in the
years spent in Denmark were the years words of my headteacher. I began my
that developed me as a person. On the journey through courses such as history
first day of school, I made friends with and business. Courses that I had never
a group of the best people with a wide taken before, however thoroughly en-
range of cultures and lives, being as I joyed. I believe these two courses helped
was attending an international school. with my writing skills exponentially.
They are also the reason I did not drown The IB* was amazing for obtaining a
during my time studying in Denmark. I well-rounded skill set, but not so amaz-
had no idea what the International Bac- ing for nurturing creativity. Although,
calaureate was when I first moved. When I did eventually rekindle my love for
I told my best friend this she started art. The IB allowed me to put myself in
laughing at me as she had been training amazing situations I wouldn’t usually
or the IB her entire life. She taught look for. As we are required to complete
me everything. I lost the passion for 250 hours of volunteering to graduate
a lot of subjects I loved in high school I became a member of many associa-
due to my teachers being awful, some tions such as PETA, I helped out at soup
of them barely spoke a word of En- kitchens, I also became a delegate at
glish making class time very difficult. the BIGMUN conference held at my
I was also encouraged to drop courses school.It built up my confidence a lot.

*IB - International Baccelaurete

If we dissect the design, we can see a clear
lack of understanding of basic design theory.
The margins are non-existent and the
hyphenated text makes it impossible to read
in areas. However, the concept of a magazine
format still rings true. I spent countless hours
upon this assignment, producing a piece I
believed adequately encapsulated well.. 'me'.
Obviously, looking back it is quite shockingly
bad but it is endearing to see the effort I put
into it. I believe this was the beginning of my
passion for graphic design, having since
become a typography nerd - many of my
projects boasting lots of playful type and visual
elements using typographical communication.

27

"EMBRACING HUMAN- B E AWARE,DMC and LCC, in general, have a huge
CENTRED DESIGN MEANS
BELIEVING THAT ALL focus on mental health, supplying stu-
PROBLEMS, EVEN THE dents with emergency helplines, urgent
SEEMINGLY INTRACTABLE appointments, and professional coun-
ONES LIKE POVERTY, B E O P E N ,selors etc available to everyone. Since I
GENDER EQUALITY, AND
CLEAN WATER, ARE have been studying DMC Robert and
SOLVABLE. MOREOVER, IT Nela both have brought mental health NICE.
MEANS BELIEVING THAT THE and the importance of accommodating BE
PEOPLE WHO FACE THOSE someone suffering with it up several
PROBLEMS EVERY DAY ARE times in seminars. I admire this accept-
THE ONES WHO HOLD THE ing approach towards this topic endlessly
KEY TO THEIR ANSWER. " as someone who has and continues to lives in 2015 alone (Marsh, 2017). As I
suffer from mental health issues. Some- mentioned before, the ‘tourtued artist’ is
(IDEO.ORG, 2015, P.09) times mental health slips without us even far less of a myth when we realise the arts
realising or knowing why. We had a CTS and more contemporary fields of study
session where we addressed this through are usually more susceptible to depression
a documentary called “Death on Cam- (Castagnera, 2012). Also, the threat of
pus” (BBC Three, 2017) it followed the unemployment being at a rate of 11.10%
stories of three university students who (Castagnera, 2012) does not help these
unfortunately ended their life. Topic’s student’s morale, as their passion can
like mental health being opened up for easily be forced to die after education due
discussion is important as the drop out to unsustainable living circumstances.
rate due to ill health is rising in university As Design Management and Cultures
students. 1,180 students dropped out of is in itself an art and creative course we
university due to mental health problems must be cautious that our peers may
in the 2014-15 academic year, up 210% currently be suffering from mental health
from 2009-10 (Marsh, 2017). 134 students issues, or may suffer in the future. Neither
in the UK ultimately took their l you or they will know that yet. Mental
health is very fragile for many people, for
1 in 4 students will experience mental
health issues throughout their time at
university (Aronin & Smith, 2016).
The two main ailments of students are
depression and anxiety. 77% of students
suffering from depression and 74% suf-
fering from anxiety related problems. If
that wasn’t hard enough, 74% of students
suffering from anxiety also have depres-
sion (Aronin & Smith, 2016).

Frozen Hills by Eleanor Hubbard
2010. Iceland

I delved into the ideas of IDEO.org and their "Embracing human-centred design means EMPATHY
'Fieldguide to Human-Centred Design' (2015) believing that all problems, even the seemingly
mentioning their toolkits on interviewing and intractable ones like poverty, gender equality, IN DESIGN.
ethical conduct during design. I delved into and clean water, are solvable. Moreover, it Empathy is a corner- this then requires you to keep believing there is and how to solve it
the design thinking framework, mentioning means believing that the people who face
the prevalence of empathy within design those problems every day are the ones who stone of design. Espe- to digest this problem a solution to these massive precisely to your custom
- suggesting that design is meaningless if hold the key to their answer. " (IDEO.org, 2015,
not solving through empathy. This was the p.09) cially human-centered through a realists eyes issues. They utilise a set of r’s needs (Siang & Dam,
beginning of my roots in human-centred design. Something that brainstorming a solution tools such as; interview- 2017). Empathy is re-
design, shifting my lens from value being DMC focusses on heavi- that can bring some solu- ing people affected by the quired to be a successful
placed upon profit but rather value is based ly. IDEO’s ‘Field Guide tion that is possible and issue in order to fully em-
on user experience and bringing genuine I believe this mindset is intuitive to my to Human-Centered De- then the spoiler where pathise and understand designer as you have to
improvement to people's lives. I believe IDEO. sign’ (2015, p.09) em- you pick apart the bad the problem, they also put yourself in your con-
org's human-centred mindset really shaped personality type if you compare the teachings bracing human-centered points until you have a work in teams in order to sumer’s position to know
my design for the forthcoming years, seeing
many of my future projects directly tackle the design means believing concrete solution. This keep creative design flow- exactly what they require.
'wicked problems' of our society. In the opening that seemingly insolvable won’t irradicate the main ing through lively brain- Empathy is especially an
of the guide, they outline their definition of of human-centred ideas to the results of my problems such as poverty problem but is a step in storming sessions and important skill in DMC
human-centred design:
personality tests as well as my birth chart, or starvation are solvable. the right direction. The also always produce tan- as a design manager not

However, this also means human-centered design gible prototypes of their only needs to empathise

empathy and idealism courses through my believing that the peo- utilises methods like this solutions so they can see with their clients but must

ple directly impacted by meaning failure is a very how they work and change be able to empathise with
these problems are the probable method as these them accordingly (IDEO, their team too, creating a
results. I think this is why the structure DMC key to the answer. Calling issues are more complicat- 2015 p.12). Empathising good team dynamic. DMC
upon theories like Walt ed, they are deeply rooted is the first stage of design
offered to my mindset was such necessary Disney’s brainstorming in people’s cultures and thinking - the goal being is also very global and
method: dreamer, realist, lives. However, through to understand, as the de- therefore you will need to
guidance for me to progress into actionable spoiler. This way of prob- empathising and inter- signer, the person you are empathise with other cul-

lem-solving allows you to acting with the people af- creating this product or tures experiencing things
put the idea that, let’s say fected allows for these hu- process to deeply under- you haven’t necessarily
ideas and projects in the future. mass starvation is solvable man-centered designers stand the problem at hand ever experienced yourself.
Indoor Rainforst Blå Planet by Eleanor Hubbard
2016. Copenhagen, Denmark

REFLECTING ON MY FUTURE GOALS. 28

OWN MY OWN MAGAZINE
PUBLICATION

GROW MY ILLUSTRATION
ABILITIES

CULTIVATE A FOLLOWING ON
MY INSTAGRAM

Within the journal, I included a 'Future Goals' I can safely say that I have successfully transpired, alongside my independent interests
concluding page. My three outlined future done exactly one of those big three. I have and research growing, I have cultivated a fresh
goals being: vastly improved my drawing capabilities over mindset that has redirected goals towards
the course of these three years, now quite social justice. My love for print has not died, it
1) Own my own magazine publication confident with both hand and digital drawing. I has merely taken a back seat in the role I can
2) Grow my illustration abilities have incorporated this skill alongside my DMC see myself playing in the change needed to
3) Cultivate a following on my work since, allowing my creativity to blossom come.
Instagram account to prepare for my alongside my research skills.
future magazine. I can, however, say that I have definitely
I may have only achieved one of my goals, developed a better relationship with public
I also made reference to maintaining a better though I am not disappointed. My life trajectory speaking - although still jarring to an extent,
stress-work balance, as well as improving my has pivoted. My old views were very grounded I know that I can conduct myself confidently
ability to public speak. in business, and therefore ingrained within with authenticity as I grow more confident in
capitalism. With how the years since have my expanding areas of knowledge.

29

30

?
lITY
oA
mR !

L T R
what makes us human. C u u E

S

RULES FOR RADICALS. PORTFOLIO ASSIGNMENT. 31

Another stand-out piece for first-year projects -EAALAIANNMSLWKACWY"EW,O19INHT7MT1OAPR.1GE3OIIRYASERENSLLSELADPMPSAMWOWROBLEWOWIURHNNRETAAECSLRYRLOIPDPSEPAFELNRIWNAAMEOIDNNKSEMTCGOBAOOOILUURFPRFETRELASEL,S.";
was our submission as a part of Danah
Abdulla's unit that sought to decolonise the
curriculum as well as teach us the basic design
principals. The unit was centred around Saul
Alinsky's book 'Rules for Radicals' (1971).
The book detailed how to successfully run a
movement for change, it helped me to outline
a skeleton for how to bring about actionable
change. The brief required us to produce a
portfolio based upon a quote pulled from the
book. I chose the quote:

"It is a world not of angels but of angles, where
men speak of moral principles but act on
power principles; a world where we are always
moral and our enemies always immoral." -
Alinsky, 1971 p.13

Even before I realised, the central point for this
project was once again tackling the wicked
problems of the world. Tackling problems such
as the gender binary, racism in the typography
world, iconography of political colours, and
police brutality against black Americans
documented through music videos.

The core of the project was already setting the 32
trajectory I am on now - without me realising.
I believe this is why many of my projects fell
short of a pivotal point of insight. I merely
scratch the surface of the issues within these
initial portfolios - blind-sighted by the ideas
of magazine production, I was misdirecting
my energy towards the aesthetics and
writing rather than research and depth of
understanding of the actual issues at hand. I
lacked the knowledge to fully direct my energy
at tearing down these institutions that harbour
discrimination.

For example, when addressing the issues
with racist typography I merely touched upon
the insensitivity of naming fonts after archaic
racial stereotypes, referencing Stuart Hall's
encoding and decoding theory. Hall devised
this theory in 1973 to conceptualise the
sending and receiving of information (Hall.
S, 1993). The premise being that messages
are encoded by the sender through the use
of their own knowledge, morals, background,
culture etc. and then decoded by the receiver
who also utilises their own personal paradigm
and values to interpret the message (Hall. S,
1993. p.4). I brushed up on the surface of the
damage that these passive methods of racism
have on our growth as an industry moving
forward. I failed to delve into the root cause
of these issues, the systems in place and the
overwhelming euro-centric white majority that
led to the production of these racist fonts.

33

just how
racist is the
design
industry?

There is a glaring failure on the part of the Holmes-Miller who was a pioneer for bringing
design industry, Brenda Mitchell-Powell about change in this industry, notably with her
addressed this lapse in diversity in her 1991 magazine article entitled 'Black Designers:
journal 'Why Is Graphic Design 93% White?". Missing in Action' (Mitchell-Powell. B, 1991).
She and those at the American Institute From this article, a wave of energy transpired,
of Graphic Arts (AIGA) held the first-ever with AIGA organising a symposium to facilitate
conference for POC creatives, facilitating the future thinking of graphic design. The clear
important conversation regarding opening roots of design thinking were present within
the field up to more equal opportunity this conference, conducting human-centred
while also providing a means for industry ethnography to tackle this 'wicked problem'.
entrance, having large names attending the They incorporated cultural probes such
conference (Mitchell-Powell. B, 1991). She as compiling race and gender-segregated
raised awareness for the ever-growing fight for groups, tasking them to compile lists of
marginalised voices within the design industry, examples of issues POC experience when in
referencing Dr Cheryl D. the graphic design industry (Mitchell-Powell.
B, 1991).

34

> CULTURAL EXPLOITATION
> LACK OF REPRESENTATION
> CONFLICTS BETWEEN IDEOLOGICAL AND
> FINANCIAL IMPERATIVES AND BETWEEN
> ASSIMILATION AND INTEGRATION
> STEREOTYPING
> CORPORATE AND SOCIETAL ASSUMPTIONS
> OF INFERIORITY
> IGNORANCE AND ARROGANCE TOWARDS
> CULTURAL DIVERSITY

(MITCHELL-POWELL. B, 1991)

They fell under a breadth of complex issues, These are clear systemic issues that are yet >>>
however, patterns became apparent. These to be thoroughly addressed in the design >>>
were: industry. My exploration into racial typography
fell short of addressing these huge issues, as
• cultural exploitation many of the racial types touch upon each of
• lack of representation these experiences of discrimination.
• conflicts between ideological and
Now, as part of the continuing efforts to
financial imperatives and between diversify design, Tré Seals created a type
assimilation and integration foundry called Vocal Type to discuss and
• stereotyping create typefaces that reflect a more diverse
• corporate and societal perspective of the ever-globalising world
assumptions of inferiority (Munroe. S, 2020). Seals stated that: “This is
• ignorance and arrogance towards a type foundry for creatives of colour who feel
cultural diversity. they don’t have a say in their industry. This is for
the creative women who feel they don’t have a
(Mitchell-Powell. B, 1991) say in their industry. This is for the creative who
is tired of being ‘inspired’ by the same creations
from different people and wondering why.”
(eyeondesign, 2020).

35

“THIS IS A TYPE FOUNDRY FOR
CREATIVES OF COLOUR WHO FEEL THEY
DON’T HAVE A SAY IN THEIR INDUSTRY.
THIS IS FOR THE CREATIVE WOMEN WHO
FEEL THEY DON’T HAVE A SAY IN THEIR
INDUSTRY. THIS IS FOR THE CREATIVE
WHO IS TIRED OF BEING ‘INSPIRED’ BY
THE SAME CREATIONS FROM DIFFERENT
PEOPLE AND WONDERING WHY.”

(eyeondesign, 2020).

With typography being famous for its racial
homogeneity, Vocal Type being headed by a
black man is pivotal for uplifting marginalised
voices. Seals is bringing personal experience
and connection for other POC creatives
whose voices are being stifled by the wave
of white. He does not stop at the racial
discrimination present within the industry,
opting to also produce fonts that stand in
solidarity with the Suffragette movement as
well as paying tribute to the great feat that was
Stone Wall (Munroe. S, 2020). Vocal Type also
acts as a hub for the historical context of racial
injustice within the world of design (Munroe.
S, 2020). Progressive initiatives like this would
have been so paramount to mention in my
initial portfolio.

36

Another notable shortcoming is my analysis of However, I neglected to mention the origins
Donald Glover's 'This is America' at the end of of the American police force being firmly
the portfolio. Although my illustration touches grounded in white supremacy. Being a
upon the realities of the issues, my research relatively new system, the American police
once again only brushes the surface of the force can find a large part of its heritage began
issue at hand. I lightly mention the issues of when Jim Crow law was abolished, at least
institutionalised racism within the American as far as the South is concerned (Waxman.
police force and only mention the role of B.O, 2017). The police force was an offshoot
capitalism once. of 'slave-patrols' who were self-appointed
vigilantes that were put in place to maintain the
My main lens of analysis is through the use of slave industry and catch runaways, punishing
semiotics in the music video. Semiotics can those who crossed their paths (Waxman. B.O,
be boiled down to the language of sings and 2017).
iconography within our society - it governs
how we interpret messages in conjunction with Neglecting this glaring aspect of injustice
our personal paradigms (Chandler. D, 2017). shows my previous lack of understanding
My analysis, although does acknowledge the of the deeper issues at play. I believe DMC
historical roots of institutionalised racism, afforded me the guidance to direct my
referencing the Jim Crow iconography Glover research more insightfully.
used within the video.

37

38

When reminiscing about my first year in DMC, For my assignment, I continued this exploration
I always have fond memories of our CTS of the internal class system in England through
sessions with Nela Milic. I found the framing my blog posts - while framing my visual essay
of the cultural aspects of the seminars very around the stories of refugees in Europe
interesting, this partnered with Nela's own highlighting their experiences past and
research and life experiences created a very present.
engaging atmosphere.
My research into Perry's portrayal of
During these sessions, Nela guided us through the English class system became a very
important theories and ideas surrounding personal one. Being from a very working-
culture, with our end assignment being a visual class town, it allowed me to evaluate my
essay running in conjunction with three of our behavioural patterns against my own 'imagined
personal DMC blog entries. community'. The divisions between the class
systems, the friction and discomfort felt was
During these classes, we explored concepts very relatable. Having just moved to the capital
such as 'imagined communities', a theory city, attending a famous university, with the
coined by Benedict Anderson in 1983. It delved majority of my friend group being of well-to-do
into the ideas of Nationalism and how this international backgrounds, I felt quite out of
spread through these 'imagined communities' my depth, and frankly, super boring as just an
tying people through these imagined bonds average working-class English girl within DMC.
of Nationalism (Andersen. B, 1983). Through
this, we watched Greyson Perry's 'All In The My insights were pulled directly from the
Best Possible Taste' (2012) in which Perry television series, and my research clearly
explored the class system within England and lacked the breadth to do this complex topic
how they interact within their own imagined justice. Although word count limitations were
communities. This aspect of class resonated preventing further research - reading back, I
with me, allowing me to see where many of my could have omitted certain elements in place
societal conditioning from my working-class of more inclusive representations of the class
background came from. system within England. Generally speaking,
the lens of this project was quite white.

39

VISUAL
ESSAY &
CULTURAL
STUDIES.

40

Alongside this, due to the nature of a visual
essay, I believe I sacrificed many of the most
important points necessary to convey my
message. Although my visual essay aimed to
highlight the humanity in all of us, looking back
my message comes across as quite reductive.
The overused trope of 'we're all human' often
lends itself to the same realm of 'all lives
matter', it misses the crux of the problem. I
believe although my visual essay aimed to
uplift these voices, I could have done it more
appropriately - especially being a privileged
English white woman myself. I produced a
visual representing the expressions spoken by
refugees of their experience.
However, I highlight words such as 'love'
and 'humans' yet leave phrases like 'Tell my
story' or 'they don't understand us' to blend
into the map of words? I personally am rather
shocked I failed to see the glaring issues at
play, it highlights the ignorance I possessed
as recently as two years ago in regards to
my understanding of the 'wicked problems'
in society. I had many opportunities to uplift
these marginalised voices without diluting the
message to 'love' and 'seeing the bright side' as
I mentioned in my design rationale.

41

Recognising this, I am still very fond of this
assignment. It allowed me to feel personally
connected to an element of our course, and
the theories we explored were interesting for
my own self-discovery. This assignment was
the first time I produced a digital illustration,
I did a series of illustrations starting with one
of my step-mother. I attributed her to many
of my opportunities and new world view. I
then went onto produce a series for my visual
essay depicting emotions through different
cultures. Though the illustrations are some
of my favourites, the message again is rather
diluted. I depict these individuals experiencing
emotions however, neglect to tell their stories.
It seems a shallow portrayal of the message I
was intending.

If I were to redo this project, I would most likely
choose to either explore the experience of
refugees in both my visual essay and blog
posts or explore the internal class system in
England. Through choosing two very diverse
subject matters, I fell short of hitting the core of
the issue in either topic.

42

43

CONCLUDING
NOTES ON
FIRST YEAR.

If I were to summerise my first-year experience
of DMC, I would say it ultimately boiled down to
one of self-discovery. I was suffering through a
lot of personal issues, with an unstable housing
situation, however, these issues only further
drove my dedication to my university studies.
I was inspired by the course's human-centred
lens and the creative opportunities within.
Although my experience at UAL was entirely
different from what my perception of university
would be, I instead made a few meaningful
bonds with supportive people that I met
throughout my time. I did not spend my days
going out drinking at freshers as I thought I
might, I spent my days in the library or working.
In the concluding months of our first year, my
goals in life had definitely shifted from wishing
to own a feminist magazine, to wanting to be a
voice within the wider realm of social justice.

HIPHOP44second year:
STUcts pathways

DIES

scan for full online pdf. 45

During second year, we were given the
option to choose a CTS pathway. Although
there were so many options that sparked my
interest, Hip Hop studies grabbed my attention
the most. Being an avid fan of hip hop, while
also being intrigued by the unique nature of the
unit - it seemed a great opportunity to expand
my knowledge.

The course was led by Janine Francois. I loved
Janine's engaging teaching style, maintaining
an element of playfulness in the lectures. Being
a Collaborative Partnership Doctoral student,
Janine possessed a wealth of experience in
cultural and community practises, I believe her
insight was a key part in shaping my mindset
going forward.

The lectures comprised the depth of hip hop
covering the multifaceted web of cultural and
community drivers that formed the term. We
explored the formation of hip hop in the Bronx,
New York as well as the whitewashing of hip
hop, delving into the theft of culture by now
iconic figures such as Elvis in which he built
his career off of the backs of black culture,
covering songs by black artists in which his
white fanbase attributed to him (Berman. R,
2018).

The submission for this unit was to be an
exploration into hip hop culture. When initially
coming upon a topic to research, I delved
into my notes from the unit. This unit was one
that explored the basics of intersectionality,
I wanted to go down this line of research.
Exploring the areas in which societal injustice
intersects. Therefore, I decided to explore
homophobia that can be present within Hip
Hop.

46

L

This subject is obviously completely out of my
personal paradigm. With my research centring
around black gay males, I had to immerse
myself in research from appropriate voices
to become well informed on the subject to
produce an articulated piece of research. This
assignment was enjoyable as it was out of
my comfort zone and pushed me to research
more consciously. Although addressing artists
I had long appreciated, I was referencing them
through a lens that was not inherent to me. It
was an exercise in empathy, understanding
and highlighting historical oppression. Many of
my previous assignments failed to truly weave
through the historical context of the issues
at hand. I believe this unit allowed me to have
the realisation that I needed to streamline my
research and be more aware of who and what I
referencing in my writings.

The word count once again was limiting for me,
this is an element of my academic personality
that needs refining - still to this day. When I can,
I like to articulate my argument to the fullest
extent. With word counts, I often try to cover a
subject in a broad sense to accommodate for
lack of depth, rather than framing my research
on a more specific topic. However, with writing
being a passion of mine, I am always hesitant to
refrain from condensing my words, as they're
so inherent to who I am.

47

the new vision for budget supermarkets

speculative rebrand

48

scan for full online pdf. 49

The logo I created to suit Aldi’s new branding.

One of my favourite pieces I produced for As I journeyed through DMC, I knew my
DMC was my collaborative rebrand for Aldi. passions lay within social justice however
The piece highlights my growth in both refining there were many areas I found my energy
my scope and my growing design capabilities. being directed. This was a pivotal assignment
The brief required us to propose a speculative in the later framing of my research, as I
collaboration between ourselves and a brand. I ventured further into the lens of climate
felt it important to highlight an aspect of society responsibility and sustainability - the topics of
that is neglected in the design world, and that my projects shifted to sustainable reform.
was budget supermarkets.
I saw a gap in Aldi's branding, outlining this
I landed upon Aldi as it was a supermarket dear through my own independent surveys as
to my childhood, as well as being a shining well as going on in-person excursions to
example of the future of businesses. During Aldi, documenting the locations and design
my research, I found their CSR policy when elements currently present. I offered a
digging through their website. It was very contextual history of Aldi, outlining their
thorough and encompassed the multifaced shortcomings on branding and maintaining a
responsibilities to the public, environment and cohesive image. Their recurring marketing as
future an international business possesses. a budget brand was almost hiding their efforts
Through more research I found their as a sustainable supermarket. I questioned
celebrated environmental policy, declaring design ideas of why we believe working-class/
themselves a carbon-neutral business as of low-income areas aren't deserving of 'good
2019 (Edie newsroom, 2019). design' and why these areas are left to these
ostentatious budget brands that seem to not
have a design strategy.

Aldi presented a special example, being both
a budget supermarket who has a dedicated
CSR policy. It broke the stereotype that budget
brands cannot afford to be ethically sound.
If this sustainable image melded with their
current branding, the market for Aldi would
both expand as well as inspire other leading
brands to see this as a possibility.

50

I dedicated a lot of time to this project, as it was
one I felt brought a necessary conversation
to the surface within the design world. Design
Management has taught me about the
possibilities of design thinking, and how design
can shape the behaviours and attitudes of the
future functioning of society. If Aldi were to
rebrand in this regard, it allows a whole new
array of design communication opportunities
for these lower-income areas. Changing
attitudes and educating those that have less
access to the ideas of sustainable business
models.
There is disproportionate damage from
climate change for those in these low-income
areas, therefore large businesses profiting
in these areas have a responsibility to these
communities to provide a level of effort in their
CSR and management of their business (Bell.
K, 2014).