David Preston

Dr David Preston is Senior Lecturer and Platform Leader for Strategy & Identity on the BA (Hons) Graphic Communication Design course at Central Saint Martins, University of the Arts London. A Senior Fellow of the Higher Education Academy, he lectures and researches at the intersection of design history, theory and practice, with an emphasis on branding, typography and social-purpose communication.

Education

• PhD History & Theory of Corporate Design, University of the Arts London (2019)
• PGCert Learning & Teaching, Centre for Learning and Teaching in Art & Design, UAL (2011)
• BA (Hons) Graphic Design, Central Saint Martins (2004)
• Foundation in Art & Design, Arts University Bournemouth (2001)

Research Interests

Dr Preston’s scholarship interrogates design as labour, focusing on the cognitive and procedural dimensions of the design process. Bridging design history, theory and contemporary practice, his work explores how programmatic branding emerged in post-war Britain and how its legacy shapes contemporary professional routines. Current themes include:

• History and theory of corporate identity systems
• Socially-engaged brand strategy and graphic design
• Experiential and peer-learning pedagogies
• Material cultures of design administration and hidden labour

Publications & Dissemination

His forthcoming monograph The Development of Corporate Design in Post-war Britain (Bloomsbury, 2025) consolidates a decade of archival and practice-led research. Complementing this, Preston has delivered invited keynotes and guest lectures at Aalto University, University of Connecticut, Willem de Kooning Academy and the Royal College of Art, among others.

Scientific Awards & Fellowships

• Senior Fellow, Higher Education Academy (2023–present)
• Fellow, Higher Education Academy (2011–present)
• Innovate UK ‘Outstanding’ status for Knowledge Transfer Partnership with FreshBritain (2016–2018)

Knowledge Exchange & Grant Activity

Preston leads live industry briefs that embed students in real-world challenges. Notable projects include:

• Principal Investigator, Innovate UK Knowledge Transfer Partnership (£61k) – re-designing brand-vision methodology for FreshBritain (2016–2018)
• Co-creator, ‘Positioning for Purpose’ brand-strategy project with FreshBritain (2025)
• Contributor, KQ Labs accelerator with Crick Institute (2022)
• Graduate consultancy collaborations with Warner Media, Swiss Re, Department for Work and Pensions, Mother Agency and others

Doctoral Supervision & Labs

Dr Preston currently supervises practice-based PhD candidates exploring graphic communication for the deafblind community and AI-mediated ‘cute’ aesthetics. His ‘Strategy & Identity’ platform functions as an academic studio-lab where historical insight, strategic thinking and social impact converge.