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Creativity will be the most valuable skill in the future and it’s not taught at school. 

Alison Eddy started her career in editorial design at Vogue and Tatler, and went onto work on strategy and design for magazine launches for various publishers.

In the second part of her career she focused on using her design knowledge as an art director to bring about positive change – working with a collaboration between the NHS and The Department of Health on the launch of their website, NHS Choices (www.nhs.uk) and led an award-winning programme aimed at people who are digitally excluded. Whilst at Dr Foster Intelligence, she pioneered the use of behaviour-led campaigns for Civil Society Organisations, creating visuals and content to forge a genuine connection with hard to reach audiences. 

For the last fifteen years she’s run her own studio – Design & Purpose, balancing working with regular clients, mentoring younger people and lecturing. She’s been module-lead in Design, Design thinking, Social Marketing, Entrepreneurship Innovation and Professional Practice in London for over 13 years, and more recently at the University of West of England (UWE), University of Gloucestershire and Hereford College of Art. 

She is an advocate for ADHD in education and the arts. After a life-time of sourcing support for her daughter, she recently had a late diagnosis of Neurodiversity herself. Her mission is to capture and amplify the unique qualities neurodivergent people contribute to the world.

She also fiercely maintains her own creative practice using a broad range of mediums from 2D to installations. Currently exploring layering digital imagery directly onto birch ply. She has exhibited in London and Bristol and taken part in Artist Open studios.

I’ve worked with many creatives over the years and Alison is one of the best.

She has that rare combination of being great with words as well as visuals, which makes her concepts really stand out.

Alison has a very intelligent approach to design, does her research, and her work taps into what makes the end user tick.

Gita Mendis | Creative Director | ZPB Associates

Sector Experience

  • Museums and heritage | Design Museum | Epping Forest visitors centre | Roundhouse arts centre
  • Healthcare | Dr. Foster | Department of Health | Health Development Agency | ZPB Associates
  • Editorial and lifestyle | Vogue | Bloomsbury Press | City Limits | Little Brown books | Options | BBC | IPC Publishing | British Council
  • Agencies | SapientNitro | Thinkfarm | Codsteaks | Colman Getty
  • Local authorities | Behaviour-led campaigns | Neighbourhood Development Plans
  • Not-for-profit | Global Witness | Panos


  • 2012/2014 Artist Open Studios, Forest of Dean
  • Exhibited at the Tobacco Factory, Bristol, celebrating 50 years of Amnesty International
  • Art activist for local campaign group, FANS. Creative copywriting and design
  • Completed Level One in Clinical Hypnotherapy diploma
  • Completed Mindfulness Foundation course, led by Michael Chaskalson, one of Europe’s leading mindfulness trainers. www.michaelchaskalson.com
  • Volunteer at Spare Rib magazine. Illustrations now part of digital archival project held at the British Museum
  • Studied furniture design at the London College of Furniture