Lets talk about practice: Luke Tonge

I've always pursued work I'm passionate about producing – whether thats the kind of craft-led design I enjoy the process of making, or the area of society clients operate in & the mission they have. Working in the commercial design & advertising industry for around a decade after graduating meant these passion-projects were usually extra-curricular, taking up much of my precious free time outside of the 9-5. During this decade I worked on many magazine issues for the likes of Boat Magazine, The Recorder, and Alpha Life, and countless branding projects for 'third sector' clients. These projects fortunately garnered some attention and helped me establish a small presence/footing in the industry, providing me with connections to incredible practitioners and experiences & adventures I never thought possible which have become invaluable now. When I handed in my notice at the end of 2017 it was with a view to pursue more of this kind of work – projects I believe make a positive difference rather than purely commercial gains. Around this time I was becoming more interested in the vocation/education side of things, and fortunately quite swiftly found a natural balance splitting my time between organising large design events, education (lecturing at BCU) & taking on selected design projects. I've always been drawn to bold, colourful and concept-driven work – the kind of projects which grab your attention yet aren't purely surface aesthetics – that have a concept at their heart. Fortunately I've found clients who believe in this approach and trust me with their briefs – or perhaps more accurately they've found me. As editorial projects are sporadic and increasingly hard to find I spend much of my time focussing on helping clients (agencies, charities, orgs) communicate – usually involving some strategy, visual communications, copy and branding. Much of my attention is spent year round organising events – most notably the Birmingham Design Festival. This annual celebration takes place over several days in June, and sees thousands of people coming together to celebrate the industry and learn/grow/share together. For the organising team, it is also a huge design project – from the branding and naming, to the training and delivery, it covers every aspect of a more commercial design 'job' – and is a total joy to be part of despite the effort required. Gathering together to appreciate the Graphic Arts in this way is now central to my understanding of, and place in, industry. I hope to continue juggling theory and practise with this unusual yet enjoyable mix of roles and responsibilities – helping the emerging generations see and access the very best of industry – and in turn helping industry be inspired by the talent which will soon join it.