Ongoing work at American Golf

The gallery shows the evolution of the design ethos of Business Direct and BT Shop over the last decade with recent work at the top.

Business Direct continues Dabs’ annual awards show, The Diamond Awards. As 2018 is the 10 year anniversary, I thought something cool and classic would be a good approach to the artwork.

Diamond Award designs

We periodically produce TechGuide, which accompanies the TechKnow magazine. I chose to redesign the contents pages, wanting to make the approach more contemporary. Additionally, I produced several designs for the cover, none of which I settled on at the time, as I kept coming up with new ideas.

Contents Page designs

Cover designs

For this quarter’s TechKnow magazine, I’m developing the theme for ‘Invest for growth’. Typically, I begin by looking at synonyms and seeing where they lead. I like to give myself 10 and explore any ideas that occur from those words. ‘Invest’ and ‘Growth’ both lead down different paths of word association, and I chose to follow growth as there’s a concept of evolution and actualisation that follows from it. Amongst the ideas, such as acorns, scales, steps, spectrum etc, there’s the obvious tree and using nodes as branches to show the developing and connected elements of infrastructure. I also like to lead with a striking image that supports the theme and chose to use a double exposure technique to render it.

We publish a quarterly magazine called TechKnow, in which we discuss new trends, solutions and devices. Each campaign is tailored to a theme where the designers get to stretch their creative legs. For me, it’s a chance to push minimalism, where possible, such as the High End campaign where I let the devices do most of the talking, or the Collaboration campaign where I conceived the jigsaw theme to illustrate the way technology can be used to bring people together and create a unified vision for projects.

Prior to working in B2B, I was also a designer for our Consumer division

When I first started with the company it was known as Dabs (I arrived just as BT had bought it). Dabs used a very old school approach to design; eye-catching graphics, bright colours and big messaging. Even though this is not my preferred approach, being a minimalist, it did allow me to focus on layout and type in a bid to create balance, so proved a worthy challenge.

Also, Dabs put my illustration skills to use where I would create characters to use with campaigns.

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