About me
Valeria Hedman is an award-winning illustrator and designer known for producing strong and unique design concepts with a specific focus on user perspective. Valeria’s ambition is to develop projects that explore new forms for initiating, producing, debating and consuming art and design. Her work is widely published and she has been awarded by D&AD and Kolla!, invited to speak at the University of the Arts London and is found now and again tutoring at home and abroad. Valeria has a Masters degree from Central Saint Martins College of Art and Design.
Apart from directing the work of Transfer Studio, Valeria runs micro publisher Elemental Editions that produce books on art and design. Valeria is the principal founder and initiator of Graphic Birdwatching, an artist-led initiative advocating gender equality in the design industry that championed a successful international debate since 2009. In her spare time Valeria can be found leading a norm critical reading group for parents at a local public library.
Projects
- Pixolith IllustrationsPixolith is a leading digital agency based in Düsseldorf. Our response to their brief was to create illustrations that reflected Pixolith's tekkie culture, curiosity and pursuit of clarity. The result was a set of illustrations showcasing the various services they offer with a tongue-and-cheek approach, a bold move away from their competitors.
- Article 12Article 12 is a feature length documentary that adopts the 12th article of the UN Universal Declaration of Human Rights to chart privacy issues today, and brings together the world’s leading academics, cultural figures and technologists. Starting from naming to funding, through to strategic planning, copywriting and art direction, our work has delivered a coherent message across a number of platforms. Our close involvement enabled the film to go from idea to fully funded production. The quality of the film was further raised by us adding a 8-min stand alone motion graphics segment in the film, art directing the visual effects as well as the movie titling, all while delivering the communications backbone of the entire project. Article 12 premiered at Locarno Film Festival 2010, screened in Settimana della Critica (Critics’ Week), an exclusive and special selection of films provoking debate and opening up new perspectives. The documentary has had a fruitful international festival tour and shown a.o. at Berlinale, Berlin and in London as part of the London International Film Festival.
- Point of ViewPoint Of View is a norm creative project that combines a contemporary image archive’s investigative purpose with the image bank’s propagative format. The images are selected for their relevant, contemporary and sometimes serious content and highlight perspectives that are rarely observed in the mainstream. How do we look at each other? From what perspective? Based on what position? The project explores different aesthetic starting points and highlights current norms of taste and quality. POV is an artist-driven platform that operates and acts interdisciplinary by combining different specialisations within the field of photography, such as journalistic, artistic and documentary photography.
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Work history
Publisher
Elemental Editions is an independent boutique publisher with focus on outstanding graphic design and exciting collaborations with interesting topics and authors from around the world.
Creative Director
Transfer Studio is an independent design practice known for transforming the ordinary into the extraordinary, helping organisations define and communicate their unique vision in the most powerful way possible – visually.
Skills
- Advertising
- Film
- TV
- Art Direction
- Digital
- Design
- Production Management
- Creative Direction
- Online Campaigns
- Outdoor Campaigns
- Print Campaigns
- TV Campaigns
- Illustrator
- Indesign
- Photoshop
Education
Narrative Environments
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BA Graphic Design
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