Daniel Eatock


4 Powell Road
E5 8DJ

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.

World Rally Billboard
Commissioned by Channel Four Television

Designers often have to work with logos that are difficult to position satisfactorily without interfering with the rest of the design. It seems like a universal battle between client and designer: the client always wants the logo to be bigger, whereas the designer makes it as small as possible and usually
positions it in the bottom corner.

The Channel 4 logo style guide states that the logo has to be positioned at the far right and in the vertical center. Working on a billboard advertising the World Rally Championship, I decided to embrace the restriction, starting with the mandatory logo correctly positioned according to the rules set forth in the style guide, and then repeating the logo many times to form a checkered pattern, the most recognizable icon of motor sport.

As well as informing the public about the World Rally Championship, this design also referenced the end of the race for motorists as they speed past.