objectif was set up as a graphic design practice in London in 2004. We work at the conjunction of editorial design and its transposition into the architectural realm, specialising in the fields of exhibition design 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.

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.

objectif is a collaborative design practice based in London, founded in 2004 by Axel Feldmann (BA Graphic Design, Germany and MA Philosophy and Contemporary Critical Theory, London) and Luisa Hay (MFL Teacher, MA Translation Studies, London).

Our regular collaborators and contributors include:
Marco Ugolini, Je suis mon rêve, London
Liza Fior, muf architecture/art, London
Veronika De Haas, Büro Otto Sauhaus, Berlin (editorial design)
Oliver Klimpel, Büro International, London and Leipzig (environmental design)
Wolfram Wiedner, London (web design)

Wellcome Collection
London Borough of Lewisham
London Borough of Barnet
Verlag Silke Schreiber
Architecture Foundation
Bartlett School of Architecture
Institut für Auslandsbeziehungen IfA
Croydon Council
London Borough of Bromley
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
Technical University Berlin
The British Council
London Borough of Tower Hamlets
London Development Agency
Villa Romana
The Women’s Library
London Metropolitan University
Swale Borough Council
Virgin Classics
muf architecture/art
J & L Gibbons
Phaidon Press
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