Alex is a London based multidisciplinary designer. Creative, curious and conceptual to the core - she is motivated to explore design as a tool for experimentation and as a unique catalyst for change in human behaviour and perspectives.
Her design style is experimental, brave often with a human touch and sense of visual intrigue.
Alex is also an avid researcher and visual collector, fascinated with history, semiotics and the fluidity of value: a passion first sparked by her BA in social and cultural anthropology where she focused on consumer research and the use of anthropology in advertising (applying a user centred approach). It is also where she learnt to 'make the strange familiar and the familiar strange' Novalis (1772-1801).
The name of this website Elastic Practice is a tribute to working as a young creative in London - embracing the physical constraints, lack of space and approaching other limitations as a creative opportunity and call to make work in an interdisciplinary, agile and often unconventional manner.
Visual identity. Brand design. Naming. Strategy. Art direction. Typography. Illustration.