Leida Metcalfe- BA (Hons) Graphic Design
I am Leida Fleur, an editorial designer, photographer, and art director specialising in print-based work. Originally from Bradford, West Yorkshire, and now based in Manchester, my creative practice is shaped by a strong connection to image-making, storytelling, and the emotional possibilities of visual communication. With a background in photography, I approach design through a photographic lens, considering how composition, sequencing, texture, and atmosphere can influence the way a narrative is experienced.
My work explores the relationship between photography and editorial design, with a particular focus on how printed materials can hold emotion, memory, and intimacy. I am especially drawn to themes of vulnerability, religion, identity, and human connection, examining how both personal and collective experiences are constructed through visual culture. These themes often guide my approach to layout, typography, and creative direction, allowing design to become an extension of the photographic narrative rather than simply a framework that contains it.
I am interested in the tactile and sensory qualities of print, and in creating work that feels honest and emotionally resonant. My practice values slow, considered processes and embraces the material nature of print as a meaningful space for storytelling.
