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Fred Deakin leads twenty UAL students in two-week ‘creative incubator’ at Mother London advertising agency


Written by
Helen Carney
Published date
20 May 2014

Fred Deakin, of Lemon Jelly and Airside Agency fame, is the new cross-college Professor of Interactive Design at UAL. As part of his new role Fred organised a collaborative two-week workshop for twenty of UAL’s most creative students at Mother London advertising agency.

We asked Matthew Lyall, an LCC MA Graphic Branding and Identity student, to give us the insider gossip and tell us what they all got up to.

I was lucky enough to participate in a special ‘creative industry incubator’ called Modual set up by Fred Deakin. In a wonderfully intensive two weeks based out of the warm and delightful Mother London advertising agency in Shoreditch, I, along with 19 other students, created a number of projects based on the theme ‘positive change’.

The workshop was designed to inspire collaboration between UAL students and bridge the gap between current design education and industry practice.

Having experience of both design education and industry practices I was amazed at the value I gained from Fred’s workshop. Not only were four creative projects realised, all of which have potential to be developed further into competitive business opportunities, but the personal development I gleaned from those few days has been one of the highlights of my working life.

It’s in my nature to be constantly pushing myself and looking for new challenges; however I didn’t expect to find a whole barrel-load of them inside a fortnight in an old biscuit factory in east London.

The four projects that came out of ‘Modual’ were: ‘SAY SEX’, ‘Greenr’, ‘Manual’ and ‘Kaw Scouts’.

‘SAY SEX’, is an online campaign that encourages people to film themselves of others saying ‘SEX’ in order to de-stigmatise the issues surrounding sex and relationships.

‘Greenr’ is an app that allows you to find, be directed to, and review the nearest green spaces to you, wherever you are.

‘Manual’ is a community of sharing that aims to promote innovation in recycling and re-purposing. Sharing tips and ideas to manually improve and protect our surroundings, giving a platform to people who see the creative value in everyday objects.

‘Kaw Scouts’ is an event that is designed to build upon the ideas and activities that are central to the Scouts.

Visit the Modual project’s website

Read more about MA Graphic Branding and Identity