As part of their new website build and launch, I worked with IDEO to develop their digital identity and showcase how their dynamic working lives can show up online. I spent time with the London team understanding how they work and the best way their practice could translate to the digital world.



Having moved to a new design studio in London, IDEO were looking for photography to showcase their new offices to clients. Human centric design is a focus of IDEO's practice, creating solutions that are driven by the needs of users. With this in mind a traditional architectural shoot didn't work for them, they were looking for ways to document how the creatives interacted with the building. Working with the communication team we came up with the following requirements;

  • The shoot should highlight the design of the new building from the perspective of the user experience - how are creatives interacting with the space?
  • The images should be entirely candid; capturing a real day to day experience of working in the studios.
Taking time on the shoot for the designers to relax naturally into their work
Leaving sides cluttered indicated the on-going design work


Ahead of the shoot we built a timetable for the day, working out the best time to capture each production space to show them at their full potential. We identified the key architectural elements and considered how they could be approached photographically.

Showing the designers personality in the studios

It felt important to take a slow pace to the shoot, talking with the users and discovering their practices before taking photos. The act of taking the photo was to be as unobtrusive as possible, an approach that would help the creatives to ease into their day to day tasks without becoming uncomfortable at the prospect of observation.

Working out the space alongside the creatives working in it acted as an immediate user research. Constant communication revealed processes that worked as strong signifiers for the creative journey at IDEO. The use of post-it notes to map out ideas, hand gestures to explain points and the fluidity of the studio; meetings moved across the space and they didn't feel static. Capturing all of these elements were important to visually show the human centric design at the heart of IDEO, starting from the pencil of the designer and deep routed in the modes of communication throughout the open space of the studios.

Pulling up a chair - it was important to convey the collaborative nature the open space of the studios encouraged


The photographs worked well as a storytelling aide to the show the IDEO design process. A combination of forward planning, a slow approach to taking the photographs and good communication on the shoot were key for the images feeling natural feel while documenting the new studio space effectively.

The space easily changing to host events and invite audiences