
Simon Waterfall With a Masters degree in Industrial Design from the Royal College of Art, Simon established the Deepend studio in London with friends and partners Gary Lockton and David Streek in 1994. His passion for creative freedom and innovative ideas was the driving force that gave Deepend its distinctive creative approach. After that was destroyed in the implosion of the dot-com bomb he set up a company with five partners all determined to make a difference and snub the conventions - in clients and themselves. POKE. Poke was set up to challenge the way he works, talked and designed. Poke was and is an internal statement to its directors to stop them repeating themselves and allowing the freedom of fresh thinking to deliver the correct creative answer. Established in 2002 it has two offices in London and New York. Simon is a valued contributor at international events, organisations, and institutions, including ICOGRADA (world body), Hyper Island (Sweden), Parsons School of Design (New York), the Royal Society of Arts and Institute of Contemporary Arts. The Royal Society of Arts has honoured him with a fellowship in recognition of his contribution to British design and he is a member of the Art Directors Club of New York and Design and Art Direction Global Awards. In 2004 he was elected to its non executive council, in 2005 he was asked to become the Vice and then President of D&AD in 2007/8, he was the youngest and also the first digital president. In 2006 he won his <b>...</b>
Simon
Waterfall
Creative
Heads
Vaske
Hermann
Cannes