WHat I did

  • Played with how I can incorporate architectural features into my project
  • Launched an Instagram account
  • Researched London typographers, such as William Morris and Jean Louis Pouchée

What I plan to do

  • Continue to market and build a following on Instagram
  • Think about how I can display the large collection of images that I already have

TYPE design

Previous post/Next post. Walthamstow has a lot of industrial spaces that have roofs like this:

The sawtooth roof, with its glass panels facing away from the equator on the steeper side, blocks the light and heat of direct sun exposure and provides uniform, natural light over a large area. It was particularly useful in design factories and manufacturing buildings and can be seen in designs as early as the 1830’s (thanks Wikipedia).

The name reminds me of the angles used in half-tone printing The smoothness of the edges of the box changes as its angle relative to the halftone screen angle changes. The ragged appearance of edge of the last box is referred to as “sawtoothing”.

And I like the idea of incorporating the design into my final outcome. I’ll use the shape and position text around it:

I like both examples. One uses the outside of the shape and highlights the outline and feels lighter, whilst the right one forms the shape itself and feels blocky. I’m not sure which one feels appropriate yet, but I will experiment with this further.

Social Media

My project will have people getting involved, and so to promote the project I have an Instagram account. I’ve had it set up for a while, to nab the hashtag before anyone else, but haven’t posted because it felt too soon. Now, I have an idea where my project is going and I have spoken to local people about it, and thus it is time to establish myself. I might not be calling for volunteers yet, but a base of a couple of months and posts will instil a sense of trust from the community and maybe potential funders. It’ll be a way to promote to people and the design industry outside the area too.

Currently, my social media strategy has three types of post:

  1. Reflect on the lettering around us in Walthamstow and the circumstances in which it was made⁠
  2. Engage the community and local design practitioners to discover how lettering affects our sense of community⁠
  3. Create new lettering that speaks to us.⁠

The language of us and our is intended to warm and draw people in. The three types of post give me a theme and structure rather than an random mix of posts and has given me interesting opportunities.

Social media tires me out when I do it constantly, so I am using later.com to set up the automatic posting for a few weeks. I can create posts in a bulk when I feel like it and then have them post, so I don’t have to be constantly thinking of new things, and I think it creates a sense of consistency in tone of voice and posting schedule too.

Going back to the interesting opportunities, when I’ve started writing posts under each of the three headings I’ve been able to link to a practitioner or part of the community to really champion them. For instance, I’ve included my recent letterpress workshop and included the studio, Paekakariki Press, a letter in a London Plane tree which was annotated my Rachel Summers in her tree chalk facts project. It’s grown in a few hours to be much more than here’s a pretty picture of typography in Walthamstow.

Excitingly, by using the right hashtags, the local archive Vestry House Museum featured me in their stories without me asking for it, so I hopefully will get more traffic from their followers. Building a solid base will give me more engagement in the community.

Of course, social media will only reach a certain portion of the community, and I need to look outside it, but I feel it’s a good start to promoting Stowe Framework. Maybe this week will be Marketing Week for me!



This week I …

  • had great conversations with local design practitioners, arts facilitators and design industry experts
  • presented my pitch to a panel, and it went well, despite the technical snafus!
  • have been put in touch with a lot more people, yay!
  • considered getting public liability insurance
  • considered how to get people involved in the project through local advertising.

It was a touch week because I came out of self-isolation and suddenly had a lot of social contact with people! I managed by preparing as much as I could and then going for it. Some people were easier to interview than others and lots of people were enthusiastic.

There’s lots of balls to keep in the air right now and I’m trying to keep organised with spreadsheets and Zotero etc.

Week 3 overview

A rather more extended “What I Did” and “What to do Next” this week. In my research post I explored a recent project at St James Street.

People I contacted

  • I feel like I got on with Joe Pochodzaj in the first module and his projects align with me, so I’ve sent him an email to ask if we can have a chat about my project. I’ve kept it simple for now so I can build my project without any expectations.
    • OUTCOME: no response
  • Paekakariki Press – Session on Sunday
    • OUTCOME: A great day connecting with Matt and learning to compose by hand. Most interesting was the chat about type and history around the tutoring, and the people dropping in!
    • I’m not sure how to incorporate Paekakariki Press into this given that workshops are expensive, as will be making a new typeface
  • Fellowship Funding – Session on Thursday
  • Communities: ConnectingCommunities@walthamforest.gov.uk
    • ACTION: Contacted on Tuesday 6th October
    • OUTCOME: No response yet
  • Rendezvous Projects
    • ACTION: Contacted on Tuesday 6th October
    • OUTCOME: Meeting arranged for Wednesday 14th October, and some questions answered here.
  • Michael Shann – a poet working within Waltham Forest, and a fellow runner. I’ve contacted him on Twitter to see if he would be interested in getting involved.
    • ACTION: Contacted on Twitter
    • OUTCOME: No response yet
  • Land Art Agency – experienced in running environment and sustainability workshops.
    • ACTION: Contacted on Thursday 8th October
    • OUTCOME: No response yet
  • Fraser Muggeridge of Typography Summer School
    • ACTION: Contacted on Thursday 8th October
    • OUTCOME: No response yet


I got some really great feedback this week, mostly in relation to the scale of the project and funding. It’s great to imagine big, really big, but posting on the Ideas Wall and seeing Susanna’s response was a good wake-up call. I need to stop and take a step back and think what is possible.

How do I see the project in its full form, and what do I need to test to make it work. That test phase will be my project for this MA.

Next steps

  • If I am running this project as a test phase, I need to come up with a plan. What am I testing? I will need to research the local area and typography history.
  • Experiment with type I see in the area

Week 2 Overview

This week I feel like I’ve been a bit slower compared to Week 1 where I was go, go, go, but I’ve taken the time to review the lectures and look at other projects and to build a base. That’s just as important!

What I’ve done

  • Researched other projects, like Font li Beirut, Vernacular Typography and Lightboxes and Lettering
  • Organised myself using a post-it note wall
  • Contacted potential local partners, such as Artillery Arts and Paekakariki Press
  • Considered how I can promote the project in the local area (below)

What I plan to do in the future

  • Conduct interviews with local people, like above
  • Work towards first submission
  • Progress with the workshop and get feedback on them

We had a great peer-to-peer this week, with the group pulling together to talk through each others’ projects. We focussed on a few individuals who felt they had reached a brick wall and teased out new perspectives in their interest area to follow. I think it was a really productive meeting and know that if I feel stuck the group will help me too.

A glimpse at a community board where I have been looking at groups I can involve in the project, and promote it too.

I also spotted this addition to a piece of street art on the High Street:

Everyone has been hit hard by the pandemic, with jobs and livelihoods lost, with jobs cut from small businesses that cannot afford to compete with the big global companies, and yet those large companies have been shedding jobs too. In my project I need to be aware of the difficulties people are experiencing and not to appear to take advantage of it. I want to show Walthamstow life as it is. This is a perfect example of that: the council has asked an artist to brighten up the high street with an uplifting message. It is tolerated and even welcomed, but when life changes around it, its reception also changes, hence the addition to the piece. In contrast to the original piece, which is highly designed and in formal English, the addition is in spray paint as if it is graffitied and uses ‘4’ instead of ‘for’, highlighting its popular roots. I am not criticising the addition at all: I think it is a fair show of how people are feeling in the situation and that those feelings are so eloquently added to the existing art is very powerful.

Week 1 Overview

What I did

  • Looked at the history of Doves Press
  • Joe Pochodzaj’s video lecture and ethics of community projects (same link)
  • Thought about workshops and how to include them in my project
  • Presented my project for the first time to the group (below)

What I want to do in the future

  • Contact local groups
  • Research typography projects
  • Organise my thoughts in a post-it wall


My first webinar presentation!

[Slide 1]

You might recognise Stowe Framework from last. It was my authorial artefact and I want to take my plan and bring it to life.

[Slide 2]

It aims to engage the community of Walthamstow, North East London in typeface design by running workshops and publishing a book of the community’s experiences.

I want to honour the past, such as William Morris, and safeguard visual history whilst reflecting the current diverse population.

There are a number of ethical considerations I have started to address, and I have a flatmate who is well-versed in safe-guarding issues whom I will consult.

[Slide 3]

The project will be structured by running workshops to explore how typography is used in the Walthamstow area and how typography can shape how we view our space. 

I will take the outcomes from exercises and design body and display typefaces for use by the community (and for commercial licensing).

[Slide 4]

I will publish a book written by the community, set at a local letterpress studio. It showcases the typefaces and whole project with photographs taken at the workshops (people’s permissions pending). 

[Slide 5]

The publication will be available for sale in local book shops, online, and the income from the book will help fund the project.

[Slide 6]

There will be a website containing resources, details on the project and a tool where people can  see all the glyphs designed.

Alongside the project I will design a framework so that it can be to transferred to other communities.

In the coming weeks I am going to build partnerships will the council and local arts charities to get funding and support as soon as possible.

Overall, I think the presentation went well, despite doing it at the climbing wall! It’s fantastic to be able to build something on top of a previous module. The project will all depend on how well I integrate with the local community and build connections.