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Sarah Hyndman

Sarah Hyndman

  • Creative Director
  • United Kingdom
  • Member since 2011

Sarah Hyndman creates multisensory adventures in typography. She shows you what visual language reveals about cultural attitudes through time and how letterforms both inform and influence your experiences. Topics include consumer packaging, luxury, scent, taste, synaesthesia, history, literature, signage and fashion. These take the form of multisensory installations, immersive events, innovative workshops, talks and books. Sarah will challenge your assumptions as she inspires you to think differently about the experience of typography.

She's the author of a number of books including the bestselling 'Why Fonts Matter' (Penguin/Random House) and the founder of Type Tasting. As an experienced public speaker, she's given a TEDx talk and speaks at events around the world. She’s an engaging guest on radio and TV (including 'Word of Mouth' with Michael Rosen, 'Today' and 'Saturday Live' for BBC Radio 4, 'Sunday Brunch' for Channel 4).

Sarah’s on a mission to change the way we think and talk about typography by making it fun and exciting for everybody. She specialises in making typography entertaining and relevant with humour, a dash of theatre and lashings of audience participation. Sarah is a multisensory typography expert and she publishes collaborative studies with Professor Charles Spence of the Crossmodal Research Laboratory, University of Oxford.

She is on this year's typography award judging panel, last year she was the D&AD New Blood Jury President for the typography jury. She is also working with the Design Museum on this year's Design Ventura scheme. Sarah gained a distinction for her Master's degree in Typo/Graphics at the London College of Communication (University of the Arts London), where she also taught the yearlong Experimental Typography course for six years alongside her commercial practice.

Contact Sarah.

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