Hearst UK approached London College of Communication (LCC) to work with our skilled MA Graphic Branding and Identity students on shaping the future of its home interior magazine, House Beautiful. The objective was to utilise the fresh thinking and design expertise of LCC students to develop a widely recognisable pattern identity for the magazine and capture the essence of home.

By incorporating insights from House Beautiful and anticipating future trends, students were asked to create designs for a selection of homeware and outdoor products. Students participated in creative coding and screen-printing workshops to inspire and develop their designs, and a total of 25 students were shortlisted to submit their creative project proposals for Hearst UK’s consideration.

Hearst UK selected the winning team of Claire Olibet, Pauline Seidlich, Jada Thavisri, and Joy Witty for their Layers of Home concept, focussing on bold geometric patterns that could be transformed using various motif silhouettes of furniture or crockery, to denote its use in different living spaces. Runners up Yingfan Wang, Hoda Khalifa, and Mengyuan Jin took inspiration from patchwork quilts to infuse the essence of Home in their pattern, and emphasised the applications in which one pattern could be used with an array of colour palettes from vibrant and joyful, to iconic and neutral.