This was a university project. As part of my Graphic & Media Design course, we were given a brief to make us look at the type around us and explore it. Having been fascinated by neon signs for some time, I decided to focus on those in the Soho area of London. While photographing for the research, I began to question their efficiency as well as their utility.

That’s how my project was born. Using long exposure photography, I played with the type, layouts and colours in an effort to repurpose their utility, or better yet, to reinforce the idea that type is not only useful, but beautiful.