By Mark Sinclair

Jody Hudson-Powell and Luke Powell, photo courtesy of Haruko Tomioka-Krzeszowiec

Pentagram has just announced that two new partners – brothers in fact – are set to join its London office. Luke Powell (above, on right) and Jody Hudson-Powell, whose studio Hudson-Powell was set up in 2005, will become part of the Pentagram stable in October this year…

The duo both have backgrounds in graphic design but in their studio work have notably brought art and digital technology into play in the creation of some eye-catching immersive experiences. Since 2010, Jody has also been design director at agency Wolff Olins.

Previously, Hudson-Powell created the identity, signage system and typeface for CocaCola’s Beatbox pavilion at the London 2012 Olympics; the logo and visual identity for the London-based restaurant chain, Canteen; and were behind the creation of the communications brand EE (at Wolff Olins). They also collaborated with studio UVA on stage visuals for Kylie Minogue’s X tour.

Identity, signage system and bespoke typeface for Asif Khan & Pernilla Ohrstedt’s CocaCola’s Beatbox pavilion at the London 2012 Olympics. Photo: Hufton & Crowe

Logo and visual identity for Canteen

Grazing Jellies, an augmented installation commissioned by And Festival


“For the last decade we’ve explored the boundaries of the digital, physical, interactive and technological worlds,” says Jody Hudson-Powell. “No matter what the project or medium, design has always led our creative process. That’s why we feel so excited to join Pentagram which sets the bar for all types of design across the world.”

No strangers to technology, Hudson-Powell also created the augmented reality projects Hungry Hungry Eat Heads (below) for the BBC (which was exhibited at MoMA) and Grazing Jellies (above), an installation commissioned by And Festival which placed virtual creatures in a real forest.

Hungry Hungry Eat Heads, an augmented reality project commissioned by the BBC and exhibited at the MoMa


In March, Hudson-Powell were involved in promoting Earth Hour, the global ‘lights-out’ event to raise awareness of climate change. WWF and environmental charity Do the Green Thing commissioned designers and artists to create a series of products using waste and everyday objects: HP created a series of stencils which can be used to turn unwanted cardboard boxes into toy robots. See our story on the project, here.

T-shirt design for Richard Nicoll

Read more here:: Hudson-Powell to join Pentagram London