TONY ELKINGTON

Tony Elkington is the founder and creative director of

Studio Elk Ltd. in London, UK.

He founded Studio Elk in 2018 to focus on work that aligns more closely with his personal and design values. Studio Elk represents Tony's optimistic (stubborn) belief that design will drive the change we need.

Tony has worked as part of in-house design teams, in consultancies, and as a freelancer for some of London's leading brands and agencies, giving him an intimate understanding of the various facets of the product development process.

DESIGN VISIONS

HIS DESIGN STYLE AND DESIGN PHILOSOPHY

“We like to start by asking why a project should happen. If there's no good answer for that, it's not worth the time and effort we will all pour into it. But once that purpose is established, you have a central idea that will carry the project through. It will provide a lens through which to interpret research, an inspiration for exploring solutions, and a focus for making design decisions. Form, material, functionality, and interaction should all revolve around the core purpose.”

ON GOOD DESIGN

“A good design outcome stems from a good design process. Conscious consideration of context, user, functionality, manufacture, and end-of-life results in a solution that is beautiful, intuitive, attainable, and fit for purpose."

HIS VIEW ON SUSTAINABILITY

“As an inherently future-focused field, the design industry has a responsibility to lead the way in tackling the issues surrounding the climate crisis. Not only are designers well equipped to solve complex problems, but we are also positioned to have a widespread impact on consumer behaviors. The world needs radical change, and change is what designers do best.”

HOW DESIGNERS CAN CONTRIBUTE TO MAKE A BETTER TOMORROW

“The desire for more responsible consumption is already there, people just need better options. Designers can help to create the products, services, and experiences that empower consumers to make better choices. We need to set boundaries for the kind of work we dedicate our time and skills to.”

NEW MATERIALS AND MANUFACTURING TECHNOLOGIES

“Material and manufacturing technologies are evolving at a rapid rate, and our access to these innovations empowers designers to do things differently to what has come before. It's up to us to make sure these technologies are used for positive change.”

THE FUTURE OF DESIGN

"The design industry has a clearer collective mission that it has ever had before, and the urgency is building. We see design playing a central role at this crucial turning point - applying new technologies, encouraging behavior change, and defining what a sustainable way of living is like."

PREVIOUS WORKS