Design Director Fred I'Ami was born in Alkemade, The Netherlands. Fred's family relocated in the late 70's. His approach and aesthetic is reflective of his Dutch origins. Recent years have seen his work diversify to include an increasing number of photography and moving image projects. 

As Fred observes the merging of design and photography through his own work he finds himself drawn to celebrated image-makers of our time. 'Ways of seeing' principles relate to both design and photography. He'll be discussing his personal journey and how it's been influenced by photography - the opportunities this has presented and some insights into his practice.