L.A. Corrall
Typography and Storytelling
Storytelling is an integral part of the work we do, not only as type designers, but as designers in general, and especially as brand designers. At COLLINS, storytelling is an essential skill. Not only does it help our clients find greater significance in their own brands, but it also provides a compelling means of communicating why we’ve made specific design decisions. In this talk, L.A. will walk through a few COLLINS case studies to reveal the stories and deeper meaning behind the typography. He also plans to share some personal work and a story about how he accidentally stole something from Matthew Carter.
About L.A. Corrall
L.A. Corrall (FKA L.A. Hall) is a Filipino American designer who is currently VP, Creative Director at COLLINS in New York. His work has been recognized by D&AD, ADC, Communication Arts, Webby Awards, AIGA and HOW among others. L.A. is a multidisciplinary designer with over 15 years of experience primarily in brand identity as well as product design. He has international experience from San Francisco and New York to London and Abu Dhabi, working with Wolff Olins, Mother Design, R/GA, DesignStudio, JKR, Gretel, Red Antler, SYPartners, Elephant, Landscape, SS+K and Method. He has worked with clients including: Robinhood, Nike, YouTube, Apple, Google, Microsoft, Facebook, Pepsi, Samsung and AIGA. L.A. holds a BFA from the Rhode Island School of Design, and is the recipient of the Bo Bernstein Award for Degree Project.