Alex Clay

Graphic Design

'I come from a vast and cold land called Norway. There you can find wooden houses which are painted in many different colours, and people who don’t speak very much. I knew nothing about The Netherlands before I came here. Except that it was great at football – and graphic design.

After finishing Art Academy in Arnhem, I founded Lesley Moore together with my academy classmate and dear friend Karin van den Brandt. We drove to our first client meeting in a limousine, but didn't get the assignment. We never drove a limousine since.

Through the years, we have developed a special interest in visual identities. We see it a bit like creating a new universe which echoes and shapes our clients. It fascinates us time and time again. Some of the identities we have made include leading Dutch cultural institutions like the Dutch National Opera & Ballet, Centraal Museum Utrecht, Prix de Rome and Design Museum Den Bosch.

I am also a co-founder of the Gorilla Collective which makes visual columns on the daily news in De Groene Amsterdammer.

As a tutor, I see my role as the organiser of a collective expedition into whatever graphic design can be.'