Gemma Ince

freelance graphic designer / art director. analogue (human-made) digital. words and typography are everything. sometimes illustration, collage, photography. brand identities: are fun to do, small or big, collaborative, always give meaning and purpose to an organisation. communities are the beating heart. All the work is aiming for a more beautiful and healthy world.

writing + typesetting a ghost story

It all started in Walsall’s limestone mines. following a prickling hunch, which started with the photo above. I started gathering tales, history and mythe. People had a lot to share. cut to 2025 and i was given the dream brief of designing a set of small books based on walsall’s history and written by the writers’ group I am in. I wrote a ghost story. being the art director and writer allowed me a lot of freedom to play – making the shapes of the limestone mines and ‘creepy type’ on the typewriter. More on this project here