Apple – ‘Designed by Apple in California’ – campaign

I was Senior Art Director on Apple’s first brand campaign since ‘Think Different’ in 1997. Working in LA with TBWA/Media Arts Lab I created a campaign that intended to remind both the company and it’s consumers of the impact their design philosophy continues to have on the world.

The campaign was featured on as well as in print across the world and translated into multiple languages. Magazines include Time, Wallpaper, GQ, Esquire, Elle Decoration, The Sunday Times magazine and newspaper insertions include The New York Times, Wall Street Journal, The Guardian, The Times, The Telegraph and The Observer.

Photography : Jason Nocito
Styling : Avena Gallagher
MAL creative team : Drew Stalker, Chris Ribeiro, Paul Wysocan, Shannon Tham

: Concept development
: Art Direction
: Layout design
: Typesetting

Info Buy the book

Publishing & Editorial

Cut & Shut : The History of Creative Salvage

This new book explores a subject never before written about: Creative Salvage. A prime period of anarchic British design, influenced by the emergence of hip-hop and growing British cultural dissidence, Creative Salvage spawned some of the greatest British designers of a generation in the early 80s, including Tom Dixon, Ron Arad, and Joe Rush.

  • : development of entire design
  • : creation of a consistent visual language, and balancing the sensitivity between text and images
  • : management of publishing process including budgets, design through to print

Branding & Identity

Future Filter

We were commissioned to create a full identity for a new future forecasting company who’s unique sell is their ability to implement their trends through product and graphic design, with two people whose opposing expertise come together to form this unique offering. They also had a very distinct process that consisted of four parts so all these factors were represented in this cohesive identity.

  • : Creating the brand, in print and online
  • : Managing the production of all materials
  • : Creating guidelines that facilitate ease of use but also continuity in presentation and print formats

Art & Curation

‘How am I not myself’

I was commissioned to produce and curate an exhibition by PayneShurvell gallery that coincided with Neville Brody’s ADF in London during September 2010. The work I created played with the idea of authorship, authenticity and production in artwork by making a series of pieces that focussed on their monetary and material value but also made the producers the subject of the pieces themselves. This was my first solo show as an artist and producer.

  • : curation of exhibition space
  • : production of all pieces by working with a variety of craftsmen and manufacturers
  • : featured as one of the main events during the ADF

Creative Direction

The Future Laboratory : Sweet Shoppe

As Head of Design, I was responsible for developing TFL’s first ever interactive installation for London Design Festival 2011, a vision of the future of retail. Attendess included senior management from Selfridges, Dunhill, LVMH and more.

  • : concepting
  • : developing the identity
  • : creating and branding
    product lines
  • : art direction of entire production, including an augmented reality experience

Publishing & Editorial

The Trend Forecaster’s Handbook by Martin Raymond

Working with design director Gerard Saint of Big Active to develop a cohesive visual language for the client Laurence King Publishing.

  • : designing lay-outs
  • : developing bespoke infographics
  • : creating promotional materials,
    such as invitations for launch event

Branding & Identity

Tessa Laws

We developed the branding for London-based law firm Tessa Laws. A successful company built on the reputation of Tessa Laws herself, the branding needed to communicate elegance, honesty and authority, but in a
contemporary way.


Art Direction

Warp Factor ’09 for Central Saint Martins

Commissioned by FranklinTill
to create the identity for the Textile Futures MA course exhibition in Tokyo, Guangzhou and London. This included defining a new aesthetic direction that would dispel  preconceptions of textile
design and the industry.

  • : developing the overall identity
  • : applying in print, online and
    in galleries
  • : producing 2000 copies of a catalogue of all works as well as other promotional materials

Art Direction


I was commissioned by PayneShurvell to create a series of limited edition prints to coincide with a run of 4 exhibitions in 4 weeks. I worked directly with the artists to create these prints, creating a visual story from both text based and sound artists.

Vince & Son is a London based Art Direction & Graphic Design studio that creates compelling and relevant work for a range
of clients.

We specialise in creating full brand identities that fulfil our clients ambitions, editorial design for the most diverse of publishing projects and ideas that inspire audiences and resonate with consumers.

Edward Vince founded Vince & Son in 2010, re-establishing an old family business originally started in 1868.

He graduated from Central Saint Martins in 2007. His work has subsequently been published in design journals, magazines and books around the world.

Edward is currently living and working in San Francisco as an Associate Creative Director at Facebook having moved over to California in 2015 to work as an Art Director at Apple.


  • :Creative Direction
  • :Art Direction
  • :Consulting
  • :Branding
  • :Publishing


  • :Nike
  • :Apple
  • :Facebook
  • :The Future Laboratory
  • :Wieden + Kennedy
  • :Cousins & Cousins
  • :Big Active
  • :RGA

Vince & Son is always looking for opportunities to work with new clients and collaborate with new creatives. Please get in touch if you’d like to be involved with the studio. We’d love to hear from you.

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