A Practice For Everyday Life

A Practice for Everyday Life (APFEL) is a graphic design studio based in London, founded by Kirsty Carter and Emma Thomas in 2003. The focus of their work is with cultural institutions and individuals, often for galleries and museums, events, exhibitions, publishing and editorial. Their thoughtful and rational approach to graphic design, has established the studio a reputation for deceptively simple and successful projects.

Promotional leaflets designed for the 'Arrivals: New Art from the EU' exhibition in

Modern Art Oxford, Turner Contemporary 2007

The concept behind this piece of work is very interesting. I like the fact they have hidden a leaflet within what seems to be an airplane boarding card. A very creative way of responding to the exhibition theme.

Double page spread take from promotional publication for the 'Arrivals' exhibition

As you can see, they have really pushed themselves with the design of this double page spread. The combination of text and image is brilliant. They have mastered the use of white (or blue) space.

Front Cover for an edition of 'The Architect's Journal'

I think this cover works very well. The abstract image is very interesting and draws the eye nicely around the page. Usually the title would be too big and too imposing being where it is, however it is actually balanced within this composition. Other works in the series though are not as strong as this one; the title often clashes with the rest of the page. Here, it is just right, a good piece of design.

Promotional book produced to accompany the exhibition

Poster marketing 'The World As A Stage' Exhibition at the Tate Modern

This set of publications features very clean typographic design and simple colour schemes that do work well together. I feel however that the campaign doesn't really capture the grand image 'the greatest exhibition in town' desires or suggests. The designs are a bit too plain and the photography not extravagant or over the top enough to draw in crowds or create excitement and interest within the viewer.

Altogether their work is quite conservative and similar between projects. They focus heavily on simple typographic layouts and editorials. This can work, but seems a bit repetitive and bland at times.