‘I put the traditional road signage vernacular through a Fred filter to see what would happen and this is the result. I’m not sure where you would get to if you used it as directions but it would be interesting to see where you ended up!’
As half of the band Lemon Jelly Fred Deakin has been Mercury and Brit nominated, sold over half a million albums and headlined stages at almost every major UK music festival.
In 1998 he co-founded the ground-breaking London design agency Airside which won and was nominated for two BAFTAs, eleven D&ADs, four Design Week Awards including Best In Show, a Webby and many others. Airside’s clients included Virgin Atlantic, the Beatles, BBC, Greenpeace and Intel. After achieving all their ambitions the founders closed Airside on a high last year.
Fred has been a tutor on Central Saint Martins’ MA Communication Design course since 1997. He has given lectures at the Design Museum, the Barbican, RCA, LCC, Design Indaba and Pictoplasma among many others; he has performed at TED, run animation workshops in the V&A and lectured around Indonesia for the British Council.