Need a Graphic Designer, or Illustrator who sees things differently?
I have a unique breadth of experience and skills, which will help me to fully understand your needs and achieve your goals, whatever they may be.
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I am David Longford, Freelance Graphic Designer and Illustrator and the owner of The General Design Practice.
As well as being a designer/illustrator, I am also a fully qualified doctor, having worked in the NHS for over 20 years. I have also worked in higher education for over 10 years.
I have helped many people through complex times in their lives; managed a medical practice and my own business; led on local strategic clinical work; delivered lectures, developed teaching resources and helped lead curriculum change.
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I have developed my person-centred and unique approach during years of experience working in Medicine, Art & Design, Education, and Business Management.
I aim to gain a deep understanding of anyone I am working with, in order to help them understand their specific needs and apply design thinking to their project.
My training and experience means that I have a keen eye for detail, can understand and analyse information in great depth, and can communicate complex information both verbally and visually.
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Having made a significant career change myself, I understand how challenging and rewarding it can be to build something new. I am passionate about helping people and their projects thrive. I work alongside founders, teams, and organizations - ranging from early-stage start-ups to established brands. People who genuinely care about doing things well and creating work they can be proud of.
Design Crafted with Clinical Care.
Previous Projects.
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![Logo comprised of the letter W, stacked on top of the letters R and C, all in purple. The negative space in the middle is converted into a yellow lightbulb symbol.]()
Healthcare Research Organisation
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![Circular logo overlaid on image of people running on the beach. The Logo is turquoise and comprised of a simple line drawing of a road leading past trees on the left and the ocean on the right, towards hills, with the sun setting behind.]()
Running Club
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![Cartoon of a middle-aged man sitting on a striped deck chair, wearing a white tank top, shorts, sandals, and a white swimming cap, holding a smartphone displaying an image of lungs.]()
Healthcare Promotion Organisation
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![White Logo overlaid on an image of an orange sunset with green sky. The Logo is a cloud symbol with a lightning bolt coming out of the bottom. The top half of the lightning bolt forms a letter Z using negative space.]()
Cloud Computing Company
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![Illustration of two white handcuffed fists with chained wrists against a black background, with the word "CONVICTED" written below in distressed text.]()
Prison-Themed Visitor Attraction
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![Logo for Moreton & Meols Primary Care Network. Comprised of 4 differently coloured triangles arranged in a horizontal line. With the text underneath. All overlaid onto a background photo image of two people shaking hands.]()
Healthcare Organisation
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![Logo comprised of a stylised Bulldog's head looking to the right which resembles a capital B centrally positioned over a basketball. The word 'BULLDOGS' underneath. All overlaid on top of image of two basketball players in background during a game.]()
Basketball Team
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![Large red text reading "Ben Pitts Limited" and red logo comprised of overlapping beams of light, superimposed over photo image of a blue-lit stage with smoke effects.]()
Event Lighting Company
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![Logo of Blue Sea Basketball. Circular badge logo featuring a stylized wave which forms into a hand shape that holds a basketball. All superimposed over a photo image of a basketball game in a gymnasium.]()
Basketball Team
What people say about me.
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![An illustration of an older man sitting on a striped beach chair, wearing a white tank top, blue shorts, sandals, and a hat, holding a smartphone with an image of lungs on the screen.]()
Lungevity Heathcare Promotion Campaign
“We are so grateful to have worked with Dave on the Lungevity project. His can-do attitude, design skills and unique insight as a GP made him a perfect fit for the campaign. We presented Dave with a big challenge, to design a series of humorous postcards under the theme of seaside nostalgia to promote lung cancer screening in the Anfield and Everton area. The team and local community love the designs Dave came up with. I highly recommend him."
Charlotte, Liverpool School of Tropical Medicine
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![Overlay of a bright blue circular logo with the text 'PENSBY RUNNERS' and a graphic of a sunrise over mountains, trees, a winding path, and water. The background shows two people running on a sandy trail with trees and hills in the distance.]()
Pensby Runners
“Yesterday, when we lined up for our group shot at the cross country, I thought our vests looked so cool and I felt really proud to be in this group. The new extra kit is looking fresh and can’t wait to be wearing it. This brand refresh has happened at the same time as the social media increase and all of it has made Pensby Runners become well-defined and an exciting club to be a part of"
Rita, Pensby Runners
