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Events Inaugural Professorial Lecture

Time: - 7pm
Location: Online
Category: Public lecture

From Insight, To Idea, To Iconicity Uncovering the golden thread of design storytelling by Professor Andrew Lawrence

Through nearly 30 years of industry experience in various roles within the creative sector this inaugural lecture offers a unique opportunity to explore why you engage with certain products and brands. Andrew shares his commercial knowledge which interfaces science, technology and design, drawing on a range of experiences obtained whilst working with leading global brands to bring new products successfully to market and on award winning campaigns across an array of disciplines.

As Global Executive Creative Director at Elmwood, Andy has been responsible for the creative direction of many of Elmwood’s largest clients and has contributed to the business’s growth from a single studio in Leeds to a successful, independently owned five studio international consultancy, leading, mentoring and developing creative teams along the way.

 In this interactive lecture Andrew will unpack how we can create designs and products that answer need states and truly resonate with consumers in an emotionally engaging way. We will look at some real world success stories and delve into the world of neuro and behavioural science to look at how we can tap into our reptilian brain and trigger more intuitive responses.


During Andrew's time at Elmwood he's been responsible for the creative direction of many of Elmwood's largest clients across corporate, packaging and retail sectors. He's contributed to Elmwood's growth from a single studio in Leeds to a successful independently owned international consultancy. He's worked across all the markets in which we operate and has gained many insights that inform his approach and helps him inspire others. In 2015 he was voted number 36 in the Drums Designerati... an annual platform celebrating the most influential people in British Design. 100 individuals celebrated for their ingenuity in fresh thinking, ability to inspire others, and a relentless commitment to design. As well as Andrew's role at Elmwood he's a trustee board member of D&AD. Founded in 1962, D&AD is the worlds leading professional members association and educational charity that represents the international creative communities. As well as being made up of the world's creative A-list.


You will be able to submit questions to the speakers through the event, please note all questions will be moderated in advance of being published. Due to high volumes received on previous events, we cannot guarantee your question will be answered.

Joining the event

This is an online event. We will send joining instructions prior to the event to the email address that you register with.

Event recording

This event will be recorded and uploaded to our Events pages within in a week.


If you have any access requirements, please email the Events Team at

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