A Practice for Everyday Life

A Practice for Everyday Life Creative direction, design and type for culture since 2003.

A Practice for Everyday Life (APFEL) is a design agency which investigates, explores, collects, experiments and creates design. The APFEL Shop offers products, publications and prints available for sale from our retail space in Bethnal Green (temporarily closed due to Covid-19), and through our online store. The APFEL Type Foundry publishes a growing library of typefaces developed through visual

, textual and experiential research. The Foundry also offers a bespoke type design service, through which the studio accepts commissions for typeface design, logotype design and custom cuts of APFEL typefaces for context-specific use.

'Drawing: Antony Gormley' Book Design'Drawing' explores how drawing is a vital process that shapes Antony Gormley’s prac...
28/05/2026

'Drawing: Antony Gormley' Book Design

'Drawing' explores how drawing is a vital process that shapes Antony Gormley’s practice. The book brings together over 400 works, including many previously unseen drawings, alongside writings by Jeanette Winterson, Margaret Iversen, Daisy Hildyard, WJT Mitchell and Merlin Sheldrake.

Published by Thames & Hudson, it offers a forensic catalogue of the works, meticulously reproduced on uncoated paper. Gormley’s own writings are woven throughout, adding context and reflection alongside the series of works. Essays are anchored to the bottom of the page, and together with the book’s weight and scale, give it a grounded, tactile presence.

Photography: Ed Park

We have developed the graphic identity for the French Pavilion at the 61st International Art Exhibition of La Biennale d...
05/05/2026

We have developed the graphic identity for the French Pavilion at the 61st International Art Exhibition of La Biennale di Venezia, which opens this week.

The pavilion presents a new body of work by Yto Barrada, titled ‘Comme Saturne’ (‘Like Saturn’). Curated by Myriam Ben Salah, the installation draws on the figure of Saturn to experiment with time, textile, colour and wordplay.

Now open at V&A East Museum, the ‘Why We Make’ galleries offer new ways to engage with the V&A’s object-rich collection....
29/04/2026

Now open at V&A East Museum, the ‘Why We Make’ galleries offer new ways to engage with the V&A’s object-rich collection. We designed the graphic scheme for the permanent galleries, foregrounding the stories of makers to inspire younger audiences.

Developed in collaboration with JA Projects and Larry Achiampong, the galleries’s design draws on East London’s urban landscape. Displays of fashion, textiles and ceramics echo local markets and stores across the Olympic boroughs, while illuminated showcases reference the language of shopfronts. The graphics approach focused on longevity and reuse, with adaptable components and lower impact materials, including MetalPhoto for labels and LED elements within the title signage.

At the entrances, illuminated titles reference the city’s nightscape, spelling out Why We Make through modular light fittings that form each letter. The lettering draws on ideas of making and collaboration, co-developed through a workshop with young people from the V&A East Youth Collective at the APFEL studio.

Design team: JA Projects, A Practice for Everyday Life, Larry Achiampong
Lighting design: Studio ZNA
Environmental impact consultants: Urge Collective
Photography: Thomas Adank

For Erdem’s new identity, we have introduced a new marque alongside the bespoke logo.As part of his creative process, Mo...
22/04/2026

For Erdem’s new identity, we have introduced a new marque alongside the bespoke logo.

As part of his creative process, Moralioglu often draws on historical figures, or ‘muses’. Building on this approach, archival material from The London Library shaped the marque, with its form informed by the work of the engraver, artist and typographer Reynolds Stone.

The marque was introduced as part of Erdem’s Autumn Winter 2026 collection, appearing as printed silk bookplates on the sleeves of tailored pieces and on the cover of a large-format zine. We developed the zine to mark twenty years of the house, bringing together inspirations and muses in a dense collage of imagery.

Photos 1, 3: Ed Park

apracticeforeverydaylife.com/case-studies/erdem

Building on the bestselling 'Lee Miller' publication, we have designed a special edition for Tate. Housed in a bespoke c...
09/04/2026

Building on the bestselling 'Lee Miller' publication, we have designed a special edition for Tate.

Housed in a bespoke clamshell box, the edition inverts the original palette, with a grey exterior and a burnt orange interior. It also includes a custom envelope which holds an exclusive print of ‘Untitled, Syria’ (1938).

The monograph spans Miller's genre-defying career, from her early surrealist photography to her distinctive approach to fashion and war photography. The design is inspired by surrealist printed ephemera, with a playful approach to image pairings and a rich tone on the cover drawn from surrealist journals. On the cover, the large treatment of Miller’s name is offset by the lightness of the letterforms in a bespoke typeface by APFEL Type.

First shown at Tate, the retrospective opens tomorrow at Musée d’Art Moderne de Paris:

mam.paris.fr/en/expositions/exhibitions-lee-miller

Earlier this month, the inaugural Making Their Mark Forum brought together global leaders across arts and culture in Was...
30/03/2026

Earlier this month, the inaugural Making Their Mark Forum brought together global leaders across arts and culture in Washington DC, provoking conversations on gender equity in the visual arts. Speakers included Jodie Foster, Ava DuVernay, Chelsea Clinton, and Anicka Yi.

We developed the Forum identity as part of a wider redesign for the Making Their Mark Foundation, founded by Komal Shah and Gaurav Garg.

At its core is a bespoke logo system built around an elongated ‘m’, expressing connection and dynamism. The calligraphic letterforms reference mark-making and the human hand. Its bold form allows the identity to adapt across the foundation’s work highlighting the innovations of women artists.

This extends to the exhibition ‘Making Their Mark’, curated by Cecilia Alemani, which is on view at the National Museum of Women in the Arts in Washington DC until 26 July.

Read more about the Forum in the FT: ft.com/content/e0536455-aff0-4b48-aefc-04969974c5c7

Photos: Ryan Lavine

This spring marks fifteen years since The Hepworth Wakefield opened to the public.For the museum's opening in 2011, we d...
16/03/2026

This spring marks fifteen years since The Hepworth Wakefield opened to the public.

For the museum's opening in 2011, we designed the identity, signage, exhibition graphics, launch website and communications.

The identity has continued to evolve over time, expanding for the museum’s shop and The Hepworth Wakefield Garden, a free public garden designed by Tom Stuart-Smith Studio. We recently introduced a series of modular graphic forms inspired by key works by Barbara Hepworth in the collection, creating a more playful visual language in colours drawn from the weathered surfaces of the artist's sculptures.

apracticeforeverydaylife.com/case-studies/the-hepworth-wakefield-identity

Photography: India Hobson

13/03/2026

This spring marks fifteen years since The Hepworth Wakefield opened to the public. Ahead of the opening in 2011, we developed a bespoke typeface that continues to form the foundation of the museum’s identity.

The Hepworth typeface family draws on the history of British modernist and humanist typography, while responding to the character of the museum and surrounding dockside. Its proportions reference modernist sans serif precedents, while finer details echo the angular geometry of David Chipperfield’s architecture and the the sculptural forms of Barbara Hepworth’s work.

apracticeforeverydaylife.com/case-studies/the-hepworth-wakefield-type

Photography: India Hobson

This spring marks fifteen years since The Hepworth Wakefield opened to the public.For the museum's opening in Wakefield ...
11/03/2026

This spring marks fifteen years since The Hepworth Wakefield opened to the public.

For the museum's opening in Wakefield in 2011, we designed the identity, signage, exhibition graphics, launch website and communications.

We recently returned to photograph the museum and enjoyed seeing how the identity has evolved over time, with the signage continuing to be woven into the material language of the building by David Chipperfield Architects.

apracticeforeverydaylife.com/case-studies/the-hepworth-wakefield-identity

Photography: India Hobson
Video: Alex Dormon

02/03/2026

Erik Madigan Heck is an artist and photographer whose painterly approach blends photographic traditions with art historical references. Working closely with Heck, we have brought together 25 years of his work on a new website.

The site encourages multiple ways of navigating Heck’s work, from an evolving overview to an extensive archive of projects. The interactivity draws on museum collection archives, opening up connections between projects and offering closer views into his multidisciplinary practice.

We also developed a bespoke typeface, Per Calvaria. Rooted in the proportions of sixteenth-century Garamond, the letterforms are subverted with idiosyncratic contemporary details that add texture and fluidity.

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