Consultants Morris Hargreaves McIntyre approached Cog Design as they needed a set of visuals to bring to life their cultural segmentation model to their client base of museums, arts venues and galleries around the world.

Working with the Cog team, my role was to develop and refine concepts, design each segment in detail, source and manage specialist suppliers to create props and work with photographer Kim Lightbody to capture the perfect shot for each segment.

Each segment had to contain a statement defined by the client, be legible when displayed at a small scale and adhere to a specific colour coded palette.

Each graphic had to be produced in a medium that gave visual clues to the cultural tastes and behaviours of the segment in question. e.g. for the Expression segment we created a screen printed tote bag with playful typography, communicating the segment’s love of community, craft, inclusivity and festivals.