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What is a Machine?

Jonny Atkins

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Hello!

I am a multidisciplinary graphic and media designer with a practice rooted in curiosity, experimentation, and continuous learning. Passionate about exploring how design can connect people to ideas, places, and each other, I work across user-centred UX/UI design and more speculative, playful modes of visual communication.

With a strong interest in emerging technologies, I enjoy testing the boundaries of design through augmented reality, spatial computing, and other interactive media. I am drawn to new tools and practices that challenge convention, often blending the functional with the unexpected to create thoughtful, engaging experiences.

My work combines a sensitivity to human needs with a drive to innovate, balancing accessibility and clarity with conceptual depth and creative risk-taking. Whether designing digital interfaces or immersive environments, I approach each project as an opportunity to explore, evolve, and reimagine what design can do.

Hello!

I am a multidisciplinary graphic and media designer with a practice rooted in curios...

This branding and identity project responds to an exhibition design brief, Original Machines.

Inspired by London’s urban flow, this project explores the city as a machine, an interconnected system of roads, stations, and architecture through which people move like data. The repetitive, rhythmic nature of commuting mirrors the logic of computational systems, framing human behaviour as part of a vast, invisible network.

This branding identity draws from that metaphor, using modular typography, grid-based systems, and layered textures to reflect the structures that shape our daily movement. By treating the city as a machine and the commuter as code, the work questions how infrastructure influences perception, and how design can subtly visualise the systems we move through, often without noticing.

Final work

What is a Machine? Portfolio

A full-sized billboard

Billboard Branding Application

A full-sized billboard designed to promote the event in public space, combining speaker information and exhibition identity to attract city-wide attention.

A hand-crafted letterpress

Printed Poster

A hand-crafted letterpress poster exploring texture and machine-like motion, reflecting the exhibition’s themes through analogue process. This piece sets a tactile tone and contrasts with the digital nature of AI.

A trifold brochure

A trifold exhibiton brochure

A trifold brochure that guides visitors through the exhibition, including event details, speaker lineup, and contextual framing of the theme.

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What is a Machine?

This branding and identity project responds to an exhibition design brief, Original Machines.Inspired by London’s urban flow, this project explores the city as a machine, an interconnected system of roads, stations, and architecture through which people move like data. ...

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