Based on The Hub's award-winning social marketing work, Creative Director Steven Johnson will argue for a fundamental shift in how graphic design is conceived, practiced and taught in the UK.

Incorporating historical context, theoretical perspectives and recent examples drawn from The Hub's own body of work, Steven draws a line between social marketing and other approaches that attempt to affect social change through visual communications.

Deconstructing the very concept of graphic design as it popular practiced in the commercial sector, this lecture argues for a redesign of graphic design itself—a radically different model that eschews fixations with aesthetics and form in favour of an unwavering focus on the user.

Touching on techniques for 'design through research', principles of user-centred design and the uses and abuses of co-creation, this presentation strips back the practice of graphic design to highlight how students, practitioners and commissioners have lost with the true nature of the dicispline as technique for solving communication problems.