What do we do

The Society for Environmental Graphic Design (SEGD) uses the term Environmental Graphics to suggest an integrated approach to the problem of weaving verbal and visual information into the fabric of buildings and spaces.

The philosophy behind environmental graphics is to view spatial use not as secondary to the evolution of buildings; but part of planning from the very outset. Until the 1950s, the world of everyday signs was dismissed by the cultural custodians of ‘good design’ until it was rediscovered by the Pop movement.

The writing and teaching of Robert Venturi and Denise Scott Brown shocked the community of third-generation Modernists by redefining architecture as sign in their 1972 book ‘Learning from Las Vegas’.

Environmental graphics merges professions of graphic design, industrial design and architecture through to planning, urban design and art.

Since 1981, Minale Tattersfield have been developing a methodology and approach that is based on a simple but effective step by step process.

1. Discover and understand.
Sometimes we are given challenges that are actually symptoms of something bigger. Real needs and problems lie buried, camouflaged from those closest to them. And in amongst them will undoubtedly be opportunities that could lead to innovative solutions. It all depends on where and how hard you look.

So our first task is to dig a little deeper, explore the issues and understand the real challenges.

2. Plan
Once we’ve unearthed the real challenges and opportunities and gained a clear understanding of all relevant perspectives, we can start to define a strategy. This needs to relate back to what we are trying to achieve, and is critical if we are to come up with appropriate and effective solutions.

Think of the strategy as the foundations of a building. It might include separate elements for wayfinding, information graphics, or product design.

It might even need to look beyond the present and encompass plans for the future.

3. Create
This is the time to experiment, explore and push the creative boundaries. We’ll usually let our imagination run riot with everything we’ve learnt until we come up with a range of different ideas, all of which answer the brief. Ideas might be 2D or 3D, virtual or tangible.

And for every idea that has legs, we’ll use our wayfinding, design and engineering skills to put it through its paces.

This is often a big part of the project. It starts with an idea on paper and ends with detailed solutions that are ready for manufacture.

4. Realise
Translating an approved design into a manufactured product is easier said than done. The design process inevitably continues in order to facilitate manufacture, but it requires an in-depth understanding of processes and materials (and sometimes an assertive attitude) to ensure that the integrity of the design solution remains intact.

There’s also a need for solid project management skills to meet budgets and timescales.

And effective collaboration as the project team swells during this implementation phase.

5. Monitor
Having changed things, it’s vital to monitor their effectiveness. Apart from anything else, it’s how we would prefer to be judged.

And because life doesn’t stand still, it’s also important that any kind of space evolves in response to new users, different needs and an ever-changing environment.

Keep tracking how you’re doing and you’ll see new opportunities on the horizon.
Then the whole process can start again, leaving you ahead of the game and ready with next generation solutions.