Meet Pentagram’s newest partners – Luke Powell and Jody Hudson-Powell

We talk to brothers Luke Powell and Jody Hudson-Powell as they prepare to join Pentagram London as partners.

Image courtesy of Haruko Tomioka-Krzeszowiec
Image courtesy of Haruko Tomioka-Krzeszowiec

Brothers Luke Powell and Jody Hudson-Powell, who set up consultancy Hudson-Powell in 2005, are joining Pentagram as partners.

The pair both studied at Central Saint Martins, with Jody also completing an MSc in virtual environments at the Bartlett.

Their work has taken in print, identity, digital and motion graphics, with notable projects including the identity for restaurant Canteen; the identity and typeface for the Coca-Cola Beatbox Pavilion – designed by Asif Khan and Pernilla Ohrstedt for the London 2012 Olympics, and work on the EE brand – done by Jody while he was design director at Wolff Olins.

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

Pentagram says the pair will being “experience in graphic design, creative technology, immersive experience and art pieces” to the consultancy.

Luke and Jody describe Hudson-Powell as “a modern graphic design practice”. They tell Design Week: “We enjoy bringing together traditional and future mediums, seeing where these worlds can cross over and discovering where the lessons learned in traditional design thinking still hold and how the tech of tomorrow can enhance it.

Of their reasons for joining Pentagram they say: “We’ve always been interested in creating systems (for brands, exhibitions or websites) that need some infrastructure to support them.

Responsive Type – a project Luke and Jody say "sums up our interest in the relationship between old and new mediums"
Responsive Type – a project Luke and Jody say “sums up our interest in the relationship between old and new mediums”

“As a small studio we’ve often worked on projects with a smaller scope or that are a smaller part of a larger project, so we’d like to apply our ideas and methods to larger projects.

Pentagram Partner Marina Willer says: “Jody and Luke truly are modern- day designers who combine amazing imaginations with skill and a real hunger for learning anything that is new.

“Their combined knowledge of graphic design, film and creative technology mean that they can offer new opportunities to all our clients, which we are all very excited about.”

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

Luke and Jody will join Pentagram in October and will bring the number of partners worldwide to 21.

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