Since 2012 I have been employed at A Practice for Everyday Life, a London-based graphic design studio, in the role of Studio/Project Manager and more recently as Communication/Project Manager (the latter on a part-time basis). Much of my work at APFEL involves writing, both in the context of new business – pitch, tender and credentials documents and detailed project methodologies – and for the studio’s extensive press activities, including the writing of press releases, blog entries, social media posts and press interviews.
In 2015, as part of a major internal project to create a new studio website, I wrote and edited descriptive texts for every project featured on the new APFEL site. Working closely with the directors and designers, I gathered information about each project, focusing on interesting details unearthed during our research and on the thought processes and methodologies used to bring each piece of work to life.
This collaborative and intensive approach to the written portions of the APFEL website allowed us to demonstrate the thoughtful, research-driven and detail-oriented nature of the studio’s practice, through the prominent and considered use of writing alongside imagery on each project page. A special feature within the site allowed for the inclusion of clickable footnotes, offering the opportunity to add further detail or contextual information for readers keen to look closer at the ways in which we work.
You can view the website at apracticeforeverydaylife.com