I am a friendly and enthusiastic multi-disciplinary designer who is dedicated and willing to learn new things. I am based in the UK and I am a graduate who has just finished studying my final year in BA Design at Goldsmiths University of London. I have gained a variety of skills from model making and prototyping to graphical programmes such as Illustrator, InDesign and Photoshop. I have a background in the arts and have had a love for drawing and painting for many years and have honed these skills. I am adaptable and love to learn new skills. While studying design, I discovered how much I love how the subject crosses over many different disciplines and fields and I look forward to hopefully working alongside these many disciplines during my career.

1. Danielle Leigh | Designer
www.DanSamLeigh.com | DSL13@live.co.uk | 07957 942 988

3. Contents
World Record Creation
SuperOrdinary
What is Average?
RPG Society
Escape
10 Billion
Play at Work Project
Gamification Design Document
Misc. Artwork
Misc. Photography
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p. 4
p. 10
p. 13
p. 17
p. 20
p. 23
p. 35
p. 45
p. 49
About Me
I am a BA Design graduate student who studied at Goldsmiths University. I am a
friendly and enthusiastic multi-disciplinary designer who is dedicated and willing to
learn new things. I have gained a variety of skills from model making and prototyping
to graphical programmes such as Illustrator, InDesign and Photoshop. I have a
background in the arts and have had a love for drawing and painting for many years
and have honed these skills. I have also been involved in a few exhibitions before
university: a runner up in Welling School’s alTurnitive Prize, taking part in and helping to
organise Erith School’s A-Level exhibition, and hanging a personal exhibition in Nolia’s
11 gallery in Stamford Street, London. I have experience in branding and graphic design
for print and web from working at a creative digital studios, Make Agency.
I am adaptable and love to learn new skills. While studying design, I discovered how
much I love how the subject crosses over many different disciplines and fields and I
look forward to hopefully working alongside these many disciplines during my career.

4. World Record Creation
To break a world record is to aspire to be the best, to take a talent you have or acquire and
push yourself to the limits of this ability. This could be something exceptional such as the
record breaking at the Olympic games or something weird or seemingly trivial such as the
most socks sorted in one minute. And with this project, I had to break a record of my own.
After looking into existing records and at my own abilities, I couldn’t find one which I felt I
could do or one which I wanted to do, so I decided to create my own.
I created a new world record of attempting to create the longest doodle in length. I
found that the record could be applied as a team record or a solo record, expanding the
possibilities. I first focused in on the solo record to look into the details and problems of
the record and how it could be made challenging, creating new rules and exploring what
classifies a doodle.
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Inforgraphic World Record Creation

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Video World Record Creation
Video for the Longest Doodle in Length record attempt.
https://vimeo.com/87889464

7. SuperOrdinary
What makes things ordinary? What goes beyond the ordinary? In this brief we had to define
and explore the concept of the superordinary. At first I explored object which have become
so ordinary that they become superordinary, like light switches and wall plugs. These are
objects that have become so ordinary that they blend into the wall and become inviable to
people’s consciousness. The idea of exploring things that have gone beyond the conscious
then developed into the idea of looking at unconscious gestures.
Gestures are a way in which we communicate, both aiding our speech and reflecting
our body language. They are movements we do not consciously do, though when we
do consciously do them, our movements become awkward and cumbersome. Without
gestures, our communication becomes harder and strange to others. It is only in their
absence that we notice that they are supposed to be there. After research looking at the
movements and gestures in videos, I created a range of jewellery to block gestures and
make you notice the unconscious movements your body makes. I also explored how
gestures could be changed to change peoples behaviour and body language.
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SuperOrdinaryJewelery Prototypes

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SuperOrdinaryJewelery Prototypes

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SuperOrdinaryJewelery Prototypes

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SuperOrdinaryJewelery Prototypes

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SuperOrdinaryJewelery Prototypes

13. What is Average?
Scale is a huge part of design, not only in the literal sense but also in the cultural sense. How
does your designs affect the world? How does it affect the people? For this project we were
to explore how architecture, in the broad sense of the word, could be designed and how it
would impact the world.We looked into the different research into height such as working
out the true average world height and looking into research such as the Incredible Shrinking
Man project, scale and the golden ratio, Hans Hemmert’s Level and finally, the Ames room.
The Ames room was a turning point in our designs as it gave us a way to change people’s
perception of height. The Ames room works by playing with the perspective of things with
the room so a person appears to grow or shrink as they move around the room. With this
we looked into ideas which accommodated people’s height but also made people question
their own height and question what is average. This resulted in the bus shaped as an Ames
room, the cinema and plane built to accommodate peoples height and ergonomics.
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What is Average?Models

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What is Average?Models

16. RPG Society
This project required me to examine the role of ideas and beliefs in the world and and its
relationship with design by finding and focusing on the obscure edges of society and culture
and enhancing them to the everyday or the mainstream and finding design opportunities.
I chose to focus on the culture of tabletop RPGs such as Dungeons and Dragons or
Pathfinder. After building a world I looked into the core features of RPG society and used
these core features to create design opportunities. By using the core features of the society
as filters, I reshaped the architecture of the world to reflect these features. The roundness
of the architecture supports the core features of social co-operation and helps to build an
integrated community.
I developed this further by using this idea and resizing it to a city-scale. By using the same
idea of interaction and a central communal hub and using the structure of honeycomb, I
created a city system, which placed housing around and within community building like
shopping centers, schools and council buildings.
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RPG SocietyConcept Graphic

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RPG SocietyConcept Graphics

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RPG SocietyModel

20. Escape
This brief required me to identify an opportunity to design an escape, developing material
culture as a series of systems, architectures, hacked elements and tools. Here me and my
group focused on the idea of escape as a game and a way of travel. We began by identifying
our own definition of escape, choosing to define it in as more playful and exploratory way.
We created videos of us playing simple gameified forms of escape in different locations
around London.
I felt that one of our early ideas of a game which could be transferred into different locations
(such as museums) had a lot of potential so I decided to revisit it. I designed an escape-
inspired game which was flexible around locations, so that the users could hijack a
location and turn it into a game. After setting up the rules and game mechanics, I gathered
volunteers to test out the game and created a video to document and display the concept.
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EscapeInforgraphic

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EscapeVideo
Video for the Museum Game trial run.
https://vimeo.com/95402578

23. 10 Billion
The project was given by author Stephen Emmott (who leads Microsoft’s Computational
Science Laboratory in Cambridge), and was based on his book 10 Billion. We were required
to create new and novel ways to engage people with the ideas found within the book,
exploring alternative methods to communicate, visualise and articulate massive complex
systems.
As it was a piece of science communication, we were required to find the appropriate visual
and/or physical means to translate hard science into compelling narrative, using the
power and uniqueness of the internet. Because the book focused on many aspects of
climate change, we chose to focus on one aspect: hidden water. Hidden water is the water
we use to produce things. We chose to focus on food as it is an essential commodity that
has an effect on all people and we come into contact with it every day.
We looked into meals and the hidden water comparisons between the different items of
foods or drinks. We used one item of food as a base for hidden water content and kept the
scale of that item 1:1, then scaled down the other items of food according to the bases
hidden food content. This resulted in a radical rescaling of foods that gave striking and
memorable displays. The difference of water consumption become clear and easy to
comprehend at a glance. We see that meats consume a lot more water that the more water
efficient fruits and vegetables. The models were a way to display this information simply,
universally and make the complex numbers of hidden water easily comprehendible.
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10 BillionConcept Models

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10 BillionConcept Models

26. Play At Work Project
We spend most of our lives working, and for many of us our job is something we see as
tedious. Workplace wellbeing is a big issue, and I aim to improve it by designing systems
using gamification to engage us in our work environment. Gamification is the act of putting
a game system onto a non-game context. By using games as a catalyst to improve our
wellbeing in the workplace, we can achieve job satisfaction and creative collaboration
beyond what we have today.
Creating workplace games that address emotional wellbeing, physical wellbeing and
personal development, I have considered a range of workplaces in order to create a
compendium of games for a variety of jobs which players can choose and play.
Check out the live website on www.PlayAtWorkProject.com
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Play At WorkProduct Graphics

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Play At WorkProduct Graphics

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Play At WorkPrototypes

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Play At WorkWebsite Designs - Home

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Play At WorkWebsite Designs - About

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Play At WorkWebsite Designs - Games

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Play At WorkWebsite Designs - Game Page Example

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Play At WorkWebsite Designs - Game Page Example

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Play At WorkWebsite Designs - Design Page

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Play At WorkPoster

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Play At WorkPoster

38. Gamification Design
Document
These are the background graphics for a publication, specifically designed so that the reader
could have a progressional feedback mechanism throughout the report. I used a low-poly
design to reflect the game theme of the text in Illustrator.
To read the report, check out my website.
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Gamification Design
Document
Cover

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

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Gamification Design
Document
Background Graphics

48. Miscellaneous Artwork
I have had a sizeable background in the arts before and during my BA Design degree and in
that time honed many of my skills in non-digital graphics and artworks. Here are a few
examples of my work.
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Misc. ArtworkScreenprints

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Misc. ArtworkNegative Drawing

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Misc. ArtworkLife Drawing

52. Miscellaneous Photography
Photography has long been a hobby of mine and has aided my work in design
and art. I have explored both digital photography and film, particularly black and
white film photography. Here are a few examples of my work.
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Misc. PhotographyFilm Photograph

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Misc. PhotographyPhotograph

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Misc. PhotographyPhotograph

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Misc. PhotographyPhotograph

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Misc. PhotographyPhotograph

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Misc. PhotographyPhotograph

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Misc. PhotographyPhotograph