Beyond the Box: How Loveday Vickers is Redefining Graphic Design

Great design isn’t just about making something look good—it’s about telling a story, evoking curiosity, and sometimes, making people pause and play. That philosophy drives the work of Loveday Vickers, a designer who thrives on experimentation, unconventional inspiration, and a love for tactile creation. From exploring stop-motion animation to challenging the way we interact with physical spaces, Loveday Vickers brings a fresh, dynamic approach to design. In this interview, we dive into their journey—from the intense foundation years to discovering the balance between function and play.

1. Artistic Beginnings: Can you tell us about the moment or project that first made you realize you wanted to pursue a career in graphic design?

The foundation was where design started for me. It was intense and transformative I explored everything from fashion, 3D design, visual communication, and fine art. The feedback was brutal but necessary, pushing me to refine my ideas and trust my instincts. I spent much time with the simplest tools—pen and paper—focusing on raw concepts rather than just making things look good. That stripped-back approach shaped how I think about design, leading me to visual communication as my path forward.

2. Playful Experimentation: Your work often incorporates tactile and playful elements. How do you approach the balance between function and playfulness in your designs?

I experiment with material, form, texture, colour, and interaction to bring playfulness into my designs. Function always comes first, but limitations can inspire creativity. By working within constraints, I have found ways to introduce playful elements that enhance rather than disrupt usability.

3. Inspiration Sources: Beyond Barbara Solomon and design collectives, are there any unconventional sources—like specific locations, experiences, or materials—that have recently inspired your work?

I find inspiration in places I usually overlook. A construction site recently caught my eye—the clashing colours, layered materials, and raw structures. That visual chaos influenced a rebrand project, pushing me toward perspective shifts, layering, and bold colour choices I wouldn’t usually go for. Inspiration, for me, has started to change – less about seeking and more about noticing.

4. Stop-Motion Technique: Your claymation piece, Muted Symphony, is captivating. What drew you to stop-motion as a medium, and how does it challenge or enhance your creative process?

My first dive into stop-motion was Muted Symphony, a one-week brief of sculpting, filming, and directing. I chose clay because it was endlessly adaptable; I could reshape and tweak it in real-time. Stop-motion’s hands-on, tactile nature felt like an extension of my passion for physical creation. That project made me realise art direction is something I want to learn more about.

5. Audience Interaction: You’ve explored how people interact with design in physical spaces. How do you see audience behavior shaping your future projects?

I’m drawn to design that invites people to engage, not just observe. Creating work people can touch, move, and play with—a design that sparks curiosity. In the future, I want to explore this further whether through installation or wayfinding experiences. when design makes people pause and interact, even in the smallest ways.

6. Collaborative Projects: Collaboration seems to play an important role in your practice. Can you share a particularly memorable or transformative collaborative experience?

Working with others gives me fresh perspectives and challenges my design instincts. One standout project was with a friend obsessed with image placement—something I hadn’t given much thought to before. Through that process, I gained a whole new appreciation for framing, composition, and the quiet power of visual storytelling. Not every collaboration is seamless, but when it clicks, the result is something far beyond what I could’ve done alone.

7. Challenging Conventions: In your project Beyond the Box, you explored humor in packaging. Are there other conventions in design you’re eager to challenge or reimagine?

My project Beyond the Box played with humour in packaging design, and I want to explore more ways to disrupt the ordinary. I’m fascinated by how we move through daily life on autopilot—missing the small details. One idea I’m itching to try is embedding hidden narratives into familiar journeys, using subtle visual cues to see who picks up on them. How long does it take before someone notices the story unfolding around them?

8. Tactile Design Evolution: How do you envision tactile and physical design evolving in a world that increasingly leans toward digital and screen-based experiences?

Dominated by digital experiences, I believe tactile design is becoming increasingly important. There’s something inherently satisfying about physical interaction—whether it’s the crisp tear of paper or the feel of a textured surface. I think we’ll see more digital experiences incorporating real-life textures, sounds, and elements, creating a sensory experience that bridges the gap between the digital and physical worlds. As digital content becomes more hyper-realistic and harder to trust, people will begin to latch onto experiences that feel genuine, tangible, and authentic—real moments that stand out in an increasingly artificial landscape.

9. Future Aspirations: What’s a medium or design discipline you haven’t worked with yet but are eager to explore, and why?

Paper is a material I keep returning to. Folding, collaging, binding, layering—I feel like I’ve only scratched the surface. It’s such an accessible material yet holds so much potential.

10. Personal POV: How has your personal point of view as a designer evolved since your time at Kingston School of Art, and how do you see it shaping your upcoming work?

I’ve learned that good design isn’t just about making something visually interesting—it’s about knowing when to simplify when to push boundaries, and when to let an idea breathe. Moving forward, I want to refine my ability to design with restraint, making work that is both intentional and adaptable to different environments and needs.

Design is constantly evolving, and so is Loveday Vickers’s creative journey. Whether they’re exploring humor in packaging, diving into paper-based design, or finding inspiration in overlooked details, their work is a testament to curiosity and innovation. With exciting new projects on the horizon, it’s clear that Loveday Vickers isn’t just designing visuals—they’re crafting experiences. Keep an eye out for what’s next because, in their world, there’s always more to discover.