Project Index


objectif is a collaborative design practice based in London, founded by Axel Feldmann and Luisa Hay in 2004. We work at the conjunction of editorial design and its transposition into the architectural realm, specialising in the fields of exhibition design, visitor experience and narrative environments as well as classic book design. Our clients are from a variety of disciplines, with a focus on cultural players, education, architecture and fine art.

We develop graphic and environmental design concepts that are the result of a critical assessment of the content, with the aim of emancipating small-scale businesses, artistic practices and the wider public in the light of an increasingly instrumentalised and commodified cultural and public realm.

Axel has given numerous workshops both in the UK and in his native Germany.

objectif is part of the Greater London Authority’s Design Framework, and a member of its Specialist Advice Team in relation to graphic design within the public realm.



Axel Feldmann
(BA Graphic Design, Germany; 
MA Philosophy and Contemporary Critical Theory, London)

Luisa Hay
(MA Translation Studies, London)

Marco Ugolini
(BA Visual Communication, Italy;
MA Design, Amsterdam)


Selected Clients

Science Museum London
National Trust
Wellcome Collection
British Council, Literature
London Borough of Barnet
Verlag Silke Schreiber
Architecture Foundation
Bartlett School of Architecture
Institut für Auslandsbeziehungen IfA
Phaidon Press
Croydon Council
London Borough of Bromley
London Borough of Lewisham
London Borough of Waltham Forest
Greater London Authority
Hatje Cantz
V&A Museum
London Borough of Havering
London Borough of Enfield
Hampton Court Palace
London Borough of Redbridge
Design for London
Technische Universität Berlin
British Council, Architecture Design Fashion
London Borough of Tower Hamlets
London Development Agency
Villa Romana, Florence
The Women’s Library
London Metropolitan University
Swale Borough Council
Virgin Classics
muf architecture/art
J & L Gibbons
Verlag für moderne Kunst Nürnberg
London Borough of Hackney
Tower of London
West Ham and Plaistow NDC
Neue Gesellschaft für Bildende Kunst
Tate Britain
Ebury Press
The Architecture Foundation
Badischer Kunstverein
Heidelberger Kunstverein
Stadt Karlsruhe
Apollonia – échanges artistiques européens



AOC, Architecture, London 
muf architecture/art, London
Veronika De Haas, Büro Otto Sauhaus, Berlin
Oliver Klimpel, Büro International, London and Berlin
Wolfram Wiedner, London
We Made That, Architecture, London



Web development:
Typeface: Merkury, by Radim Peško






9a Peacock Yard
Iliffe Street
London SE17 3LH
+44 (0)20 7701 8480

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An internship position is currently available. If interested, send an email with your portfolio to