With the Participatory Consumer Audience in mind: exploring and developing professional brand identity designers reflexive practice
This PhD reflects upon first-hand unidirectional and passive consumer audience experience approaches prevalent in professional UK brand identity design. It explores: How brand identity designers might move towards an improved reflexive practice in the design of consumer audience experiences. This practice-led research focuses on the ideas generation stage of their design process.
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Biography
Sarah Kirby-Ginns graduated from Central Saint Martins in 1998 with a first class BA honours degree in Graphic Design. After completing her degree she began working in industry and throughout her career has worked at leading UK design studios. To date she continues her professional practice alongside other activities that include teaching in higher education and studying for a research degree at the Royal College of Art. Her areas of expertise are in multidisciplinary design which include design for print and digital media. Sarah's experience in professional practice has given her the opportunity to lead and be part of teams that have worked on projects for clients in private and public sectors; these have included culture, charity, education, finance, transport, media, government and retail. Her design experience is diverse and embraces editorial and typographic design, design strategy, branding and identity, exhibition design, social design, spatial design, information and data visualisation design and wayfinding.
In 2008, Sarah obtained a Postgraduate teaching qualification (PGCE) and became a fellow of the Higher Education Academy (HEA). She is a member of International Society of Typographic Designers (ISTD).
Building on areas of professional experience and adopting a reflective approach, her interdisciplinary practice-led research degree at the RCA, locates Social Design thinking within a professional design context to examine the juncture between political and social relations in commercial brand design.