Project TitleClientYearType
Left Cultures #02Self-Initiated Project2023Editorial
Left Cultures #01Self Initiated Project2022Editorial
We Design for the CommunityThe GLA – Mayor of London2022Workshop, Website
Niall McLaughlin WebsiteNiall McLaughlin Architects2022Website
Greenhill PlaceLondon Borough of Harrow2021Signage
Southwark Heritage Centre & Walworth LibraryLondon Borough of Southwark2021Exhibition
Bartlett Design Research FoliosBartlett School of Architecture2021Editorial
Hold TogetherCrisis / Print Social2021Editorial
Greenhill LibraryLondon Borough of Harrow2020Signage
Design PrinciplesTransport for London2020Editorial
The Elusive Modernist – Gabriel GuevrekianHatje Cantz2020Editorial
Villa Romana 2019Villa Romana2020Editorial
Politics of FoodDelfina Foundation / Sternberg Press2019Editorial
A Manifesto for BethlemBethlem Gallery2019Editorial
Absentee LandlordsSingapore Biennale2019Exhibition
EnrichmentNational Maritime Museum2019Exhibition
Amma BaadDelfina Foundation2019Editorial
The Endeavour of EverybodyOld Oak and Park Royal Development Corporation2019Editorial
Imaginary BridgesVilla Romana2019Editorial
Plot 10London Borough of Camden2019Signage
Play SpaceRoyal National Othopaedic Hospital2019Exhibition
Power PlayDelfina Foundation2019Editorial
A Selective Guide to the V&A’s South Asian CollectionDelfina Foundation2019Editorial
Wild KindGoldsmiths College2018Editorial
Designers in Residence 2018 CatalogueDesign Museum2018Editorial
Designers in Residence 2018Design Museum2018Exhibition
South Norwood Community PlanLondon Borough of Croydon2018Signage, Editorial
One Hoe StreetLondon Borough of Waltham Forest2018Signage
DoppelgängerGabriele Muschel2018Editorial
Community in the MakingBromley by Bow Centre2018Editorial
Future Bromley by BowBromley by Bow Centre2018Workshop
Umanesimo – DisumanesimoVilla Romana2018Editorial
Twelve HallsNíall McLaughlin Architects2018
Kenton LibraryLondon Borough of Harrow2018Signage
Villa Romana Premiati 2017Villa Romana2018Editorial
The National ArchivesThe National Archives2017Signage
Designers in Residence 2017 CatalogueLondon Design Museum2017Editorial
Designers in Residence 2017London Design Museum2017Exhibition
Designing EmpathyUniversity of East London2016Editorial, Workshop
Villa Romana Premiati 2016Villa Romana2017
London WorksUniversity of East London2017Website
Tehran – Life Within WallsTU Delft2017Editorial
Crystal Palace DinosaursLondon Borough of Bromley2017Signage
Unmapping the RenaissanceKunsthistorisches Institut Florenz2016Editorial
Designers in Residence 2016 CatalogueDesign Museum2016Editorial
Designers in Residence 2016Design Museum2016Exhibition
Wonderlab – the Statoil GalleryScience Museum2016Exhibition
USMEP WebsiteUnited States / Middle East Project2016Website
Villa Romana Premiati 2015Villa Romana2016Editorial
Orpington Leisure CentreLondon Borough of Bromley2016Signage
Chrisp Street MarketPoplar HARCA2016Signage
Losing MyselfIrish Pavilion at Venice Biennale2016Website
The Library at StanmoreLondon Borough of Harrow2016Signage
Maps and InfographicsECFR2016Editorial
Alexandra Road ParkLondon Borough of Camden2015Signage
WaterlooThe Royal Armouries, Leeds2015Exhibition
Renato RanaldiVilla Romana2015Editorial
Artguide GermanyInstitut für Auslandsbeziehungen2015Editorial
Creekmouth Heritage ProjectLondon Borough of Barking and Dagenham2015Signage
Villa Romana Premiati 2014Villa Romana2015Editorial
Knole House Visitor CentreNational Trust2015Exhibition
Bartlett Design Research FoliosBartlett School of Architecture2015Website
Croydon South EndLondon Borough of Croydon2015Signage
War WritingBritish Council2015Editorial
Reading Room CompanionWellcome Collection2014Editorial
Reading RoomWellcome Collection2014Exhibition
The Debating ChamberSouthbank Centre2014Signage
Bromley Welcome StrategyBromley Council2014Signage
An Alternative Age-friendly Handbook*Sophie Handler2014Editorial
ZeichensystemeVerlag Silke Schreiber2014Editorial
North Finchley Signage StrategyLondon Borough of Barnet2014Signage
Public LibrariesSelf-initiated2011–2014Signage
An Inventory of Spaces in DerryArchitecture Foundation2014Editorial, Workshop
Martin ParrPhaidon2014Editorial
Villa Romana Premiati 2013Villa Romana2014Editorial
Mapping the ElephantArchitecture Foundation2014Editorial
Pas de DeuxVilla Romana2014Editorial
Elephant & Castle Here and NowArchitecture Foundation2014Workshop
Villa Romana TodayVilla Romana2013Editorial
Catford BroadwayLondon Borough of Lewisham2013Signage
Bartlett Design Research Folios (REF)Bartlett School of Architecture2013Editorial
FEASTGreater London Authority2013Signage
On One Side of the Same WaterHatje Cantz2012Editorial
Walthamstow Market ShopfrontsLondon Borough of Waltham Forest2012Signage
Altab Ali ParkLondon Borough of Tower Hamlets2012Signage
Villa Romana Premiati 2011Villa Romana2012Editorial
Britain is making itV&A2012Editorial
Beauty in the MakingGF Smith / British Council2012Exhibition
Is this what you mean by Localism?Design for London2012Editorial
RainhamLondon Borough of Havering2012Editorial
Hampton Court Welcome CentreHampton Court Palace2011Exhibition
Highstreet 2012 ShopfrontsLondon Borough Tower Hamlets2011Signage
ADF PapersBritish Council2011Editorial
Fairlop Waters Country ParkLondon Borough of Redbridge2011Signage
City Visions 1910 | 2010Design for London, Technical University Berlin2011Exhibition
Villa Romana Premiati 2010Villa Romana2011Editorial
Highstreet 2012London Borough Tower Hamlets2011Editorial
Back of the EnvelopeBritish Council2010Website
Villa FrankensteinVenice Architecture Biennale2010Editorial
British PavilionVenice Architecture Biennale2010Exhibition
Wembley HoardingLondon Development Agency2010Signage
Ogni SempreVilla Romana2010Editorial
Ms Understood Gallery GuideThe Women’s Library2009Editorial
Ms UnderstoodThe Women’s Library2009Editorial
Leysdown Rose-tintedSwale Borough Council, Kent2009Editorial
Making Space in DalstonJ&L Gibbons with muf architecture/art2009Editorial
Urban Design ScholarshipAlicia Pivaro2009Exhibition
Handel Opera SetVirgin Classics2009Editorial
objectif v1Self-initiated2009Website
Gabriele Muschel – Im LaborVerlag für moderne Kunst Nürnberg2009Editorial
Jutta ImmenkötterVerlag für moderne Kunst Nürnberg2009Editorial
Dalston Library & Hackney ArchiveLondon Borough of Hackney2008Signage
FortressTower of London2008Exhibition
Memorial ParkWest Ham and Plaistow NDC2008Signage
PÖPP 68Neue Gesellschaft für Bildende Kunst Berlin2008Workshop
Nahnou – Together NowTate Britain2008Exhibition
Ottolenghi – The CookbookEbury Press2008Editorial
Fra AngelicoPhaidon Press2008Editorial
You’ll get called a homuf architecture/art2008Editorial
Barking – a Model Town CentreDesign for London2007Exhibition
Colour and LineTate Britain2007Exhibition
1807 – Blake, Slavery and the Radical MindTate Britain2007Exhibition
The Fluid PavementSophie Handler, RIBA2007Editorial
AirspaceThe Architecture Foundation2006Exhibition
Kritische Gesellschaften ReaderBadischer Kunstverein2006Editorial
What is missing?muf architecture/art2006Editorial
Skulpturenführer KarlsruheCity of Karlsruhe, Germany2005Editorial
Jochen Schambeck, Claus Boesser-FerrariJochen Schambeck2005Editorial
On CriticismApollonia – échanges artistiques Européens2005Editorial
Juni – Kunst Zeit SchriftBadischer Kunstverein2004Editorial
Joëlle Tuerlinckx, Willem Oorebeek – Bild, oderBadischer Kunstverein2004Editorial
Selected Projects


objectif is a collaborative design practice based in London, founded by Axel Feldmann and Luisa Hay in 2004. Marco Ugolini joined in 2014. We work at the conjunction of editorial design and its transposition into the architectural realm, specialising in the fields of exhibition design, visitor experience and narrative environments as well as classic book design. Our clients are from a variety of disciplines, with a focus on cultural organisations, education, architecture and fine art.

We develop graphic and environmental design concepts that are the result of a critical assessment of the content, with the aim of emancipating small-scale businesses, artistic practices and the wider public in the light of an increasingly instrumentalised and commodified cultural and public realm. We have a particular interest in participatory design practices, and have been experimenting with various forms of co-design approaches.

Axel has given numerous guest lectures and design workshops both in the UK and in his native Germany. Marco is a senior lecturer at the BA Graphic Design programme at University of the West of England in Bristol, as well as a member of ISTD.

objectif is part of the Greater London Authority’s Design Framework, and a member of its Specialist Advice Team in relation to graphic design within the public realm.



Axel Feldmann
(BA Graphic Design, Germany; 
MA Philosophy and Contemporary Critical Theory, London)

Luisa Hay
(MA Translation Studies, London)

Marco Ugolini
(BA Visual Communication, Italy;
MA Design, Amsterdam)


Selected Clients

Transport for London
Hatje Cantz
Sternberg Press
Bethlem Gallery
London Borough of Harrow
National Maritime Museum
Goldsmiths College
Bromley by Bow Centre
Níall Mc Laughlin Architects
Delfina Foundation
Royal National Orthopaedic Hospital
National Maritime Museum
The Design Museum
Science Museum London
United States / Middle East Project
Wellcome Collection
Villa Romana, Florence
TU Delft
muf architecture/art
London Borough of Camden
National Trust
Wellcome Collection
British Council, Literature
London Borough of Barnet
Verlag Silke Schreiber
Architecture Foundation
Bartlett School of Architecture
Institut für Auslandsbeziehungen IfA
Phaidon Press
Croydon Council
London Borough of Bromley
London Borough of Lewisham
London Borough of Waltham Forest
Greater London Authority
V&A Museum
London Borough of Havering
London Borough of Enfield
Hampton Court Palace
London Borough of Redbridge
Design for London
Technische Universität Berlin
British Council, Architecture Design Fashion
London Borough of Tower Hamlets
London Development Agency
The Women’s Library
London Metropolitan University
Swale Borough Council
Virgin Classics
J & L Gibbons
Verlag für moderne Kunst Nürnberg
London Borough of Hackney
Tower of London
West Ham and Plaistow NDC
Neue Gesellschaft für Bildende Kunst
Tate Britain
Ebury Press
Badischer Kunstverein
Heidelberger Kunstverein
Stadt Karlsruhe
Apollonia – échanges artistiques européens



Adam Khan Architecture, London
AOC, Architecture, London
CarverHaggard, Architecture, London 
muf architecture/art, London
Veronika De Haas, Büro Otto Sauhaus, Berlin
Oliver Klimpel, Büro International, London and Berlin
Wolfram Wiedner, London
We Made That, Architecture, London



Web development:
Typeface: Merkury, by Radim Peško






We have moved, and are 
currently working from our homes.
Please continue to contact us
on our known email addresses.
For general enquiries please
write to
Please note, we no longer have
the ability to provide internships.
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