Daniel Eatock

daniel@eatock.com

4 Powell Road
London
E5 8DJ
UK

My specialism is lateral thinking, resolving the complexity encountered in the world with reductive poetic logic. I intertwine commercial and cultural practice: responding to the paradox of daily life and the complexities of project assignments. I seek focused solutions that feel inevitable. I get there by starting at the beginning, asking why, what if… then making sense of the things I find with radical acceptance and by embracing truth.

Please follow me on Instagram. I am reposting works, exploring the things I have made over the past twenty years in preparation for the next twenty years.

Shackleton 2020

A small group of former SAS troops are planning a journey that Ernest Shackleton attempted in 1930 in Antarctica. If successful, they will be the first people in history to accomplish it. The group requested a symbol/badge to represent the challenge and embody the spirit of Shackleton.

The design began with the observation that Shackleton starts and ends with two cardinal points of a compass, S and N. This realisation led to a typographic Sudoku challenge, to craft a name for a typographic roundel that can be equally spaced around the 360 degree circumference, aligning with the four cardinal points.