Communication Design School of Design
Amy Elizabeth Saunders
My practice as a graphic designer has a strong focus on brand identity and campaign design. At the heart of my work is a love for ideas, and I thrive on the process of research and discovery. Using it as a foundation to build visual systems that are not only aesthetically engaging but also deeply rooted in meaning and purpose. I’m particularly passionate about using design as a tool for storytelling, crafting identities and campaigns that not only look compelling but also resonate deeply with their intended audiences.
My work is driven by a desire to communicate clearly and impactfully, ensuring that my designs tell meaningful stories and connect with people on a deeper level. I believe that great design begins with understanding, and I bring that mindset into every project I take on.
Kelvingrove – Rebrand
This proposal presents a contemporary branding and wayfinding system for the Kelvingrove Art Gallery and Museum, grounded in a bold, high-contrast design language that harmoniously integrates with the building’s historic architectural identity. The concept is informed by a deep appreciation for the museum’s distinctive character, particularly the iconic checkered tile flooring that adorns the main hall. This visual motif serves as the foundation for a structured grid system that reflects and reinforces the geometric rhythm of the building’s architecture. Central to the design approach is the strategic use of negative space, inspired by the dynamic interplay of light and shadow that occurs between the museum’s grand pillars and sweeping arches. This spatial dialogue not only enhances visual clarity but also evokes a sense of depth and movement, echoing the timeless elegance of the interior.
The resulting visual identity strikes a balance between contemporary innovation and respectful homage to the museum’s iconic architecture. It introduces a fresh, forward-thinking aesthetic that acknowledges the historical and cultural significance of Kelvingrove, a landmark that stands as a cornerstone of Glasgow’s West End and a cherished symbol within the local community. To bring this branding concept to life, I developed a fictional exhibition titled Braw, designed to spotlight both emerging and underground Scottish artists. This initiative provided a creative platform to experiment with visual elements, allowing me to explore the relationship between imagery and bold block colour. Through this process, I was able to refine the visual language and establish a confident level of contrast that aligns with the overall identity system.
Design Aware – Consider ‘Dyslexia’
This project is a targeted awareness campaign aimed at encouraging designers to consider the needs of dyslexic readers in their creative practices. Delivered exclusively through a series of tactile bookmarks and interactive P5.js animations, the campaign uses accessible, everyday formats to provoke thought and inspire change within the design community. As a deliberate and provocative design choice, the campaign slogan features a purposeful misspelling of the word dyslexia. This typographic disruption functions both as a visual pun and a tool to immediately capture attention, mirroring the everyday reading challenges faced by dyslexic individuals and prompting viewers to reflect on the importance of accessible design.
Rooted in both personal experience and academic research, the campaign draws from insights developed in my ongoing research, which I have been developing since 2023, and what I decided to take forward for my year 4 extended essay. ‘The Importance of Embedded Accessibility within Graphic Design for Dyslexic Readers’. This research involved a comprehensive review of clinical studies, accessibility guidelines, and original data gathered through a self-conducted survey. The result is a campaign that not only raises awareness but also offers a practical, research-informed perspective on how inclusive design can be seamlessly integrated into everyday creative work.
The P5.js animations serve as visual metaphors for the challenges dyslexic individuals face when accessibility is overlooked. Each animation dramatizes the cognitive and visual consequences of poor design choices. Such as disorientation, visual noise, and information overload. Offering viewers a visceral understanding of how exclusionary design can impact reading and comprehension. These immersive, often disorienting experiences are intended to foster empathy and prompt more thoughtful, inclusive design decisions. To further enhance engagement, each bookmark features a QR code that, when scanned with any smartphone, activates a live 3D render of the animation overlaid directly onto the bookmark using augmented reality. This interactive layer transforms the static object into a dynamic, playable experience; bridging physical and digital design while reinforcing the campaign’s message in a memorable and impactful way.
Voyager Record
This project, developed in collaboration with Strachan, is a conceptual and visual response to the Voyager Golden Record—an extraordinary artifact launched into space in 1977 aboard the Voyager spacecraft as a message to potential extraterrestrial life. The record, which contains a curated selection of sounds, images, and scientific data representing life and culture on Earth, served as a profound source of inspiration for our creative exploration.
Our response delves into the themes of interstellar communication, collective identity, and the enduring legacy of humanity. Drawing from the record’s symbolic language and its rich audio-visual content, we created an abstract animation that reinterprets its essence through a contemporary digital lens. As part of our visual exploration, we incorporated a curated selection of images originally included on the Voyager Golden Record, using them as symbolic anchors within the animation. These images—chosen to represent the diversity of life and culture on Earth—provided a rich visual language through which we could reinterpret the record’s intent. Additionally, we integrated the 14-pulsar point map, a key astronomical diagram etched onto the record’s cover, which serves as a cosmic locator for Earth’s position in the galaxy. This element added a layer of scientific and conceptual depth to the piece, reinforcing the project’s connection to space, time, and the universal desire for connection.
Technically, the project provided an opportunity to expand our skills in a range of digital tools and creative technologies, including Adobe After Effects for motion design, P5.js for generative coding, and Blender for 3D modeling and animation. These tools enabled us to craft a layered, immersive experience that blends traditional storytelling with experimental media.
The final animation was projection mapped onto a custom-built sculptural plinth, transforming it into a dynamic storytelling surface. This installation invited viewers to engage with the Voyager Record in a tactile and spatially immersive way—bridging the cosmic and the human through light, motion, and form. The result is a poetic reinterpretation of one of humanity’s most ambitious messages to the unknown.
