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Bienvenidos a una nueva entrega del 3DExpress, el espacio en que les compartimos noticias rápidas y variadas del mundo de la impresión 3D. Comenzamos con hito médico. El primer trasplante de fémur completo impreso en 3D realizado a un niño…

12 June, 2025 In our turning points series, design studios share some of the key moments that shaped their business. This week, we meet Accept & Proceed. Accept & Proceed is a London based brand and design studio that works with clients like NASA, Nike and LEGO. Founder David Johnston talks us through some of the decisions that defined his business. In 2006, Johnston took the leap to start his own business, armed with a good name and a willingness to bend the truth about his team… I’d gone through my career learning from big organisations, and one small organisation, and I felt like I wasn’t happy where I was. It was my dad who encouraged me to take a leap of faith and try and go it alone. With nothing more than a month’s wages in the bank and a lot of energy, I decided to go and set up an agency. That really just means giving yourself a name and starting to promote yourself in the world. Accept & Proceed founder David Johnston I think the name itself is a very important thing. I wanted something that was memorable but also layered in meaning. A name that starts with an “a” is very beneficial when you’re being listed in the index of books and things like that. But it became a bit of a compass for the way that we wanted to create work, around accepting the status quo for what it is, but with a continual commitment to proceed nonetheless. Because I didn’t have anyone to work with, in those early months I just made up email addresses of people that didn’t exist. That allowed me to cost projects up for multiple people. That’s obviously a degree of hustle I wouldn’t encourage in everyone, but it meant I was able to charge multiple day rates for projects where I was playing the role of four or five people. Self-initiated projects have long been part of the studio’s DNA and played a key role in building key client relationships. A&P by… was a brief to explore these letterforms without any commercial intent apart from the joy of creative expression. I started reaching out to illustrators and artists and photographers and designers that I really rated, and the things that started coming back were incredible. I was overwhelmed by the amount of energy and passion that people like Mr Bingo and Jason Evans were bringing to this. I think in so many ways, the answer to everything is community. I’ve gone on to work with a lot of the people that created these, and they also became friends. It was an early example of dissolving these illusionary boundaries around what an agency might be, but also expanding and amplifying your potential. The first of Accept & Proceed’s Light Calendars Then in 2006, I was trying to establish our portfolio and I wanted something to send out into the world that would also be an example of how Accept & Proceed thinks about design. I landed on these data visualisations that show the amount of light and darkness that would happen in London in the year ahead. I worked with a freelance designer called Stephen Heath on the first one – he is now our creative director. This kickstarted a 10-year exploration, and they became a rite of passage for new designers that came into the studio, to take that very similar data and express it in completely new ways. It culminated in an exhibition in London in 2016, showing ten years’ of prints. They were a labour of love, but they also meant that every single year we had a number of prints that we could send out to new potential contacts. Still when I go to the global headquarters of Nike in Beaverton in Portland, I’m amazed at how many of these sit in leaders’ offices there. When we first got a finance director, they couldn’t believe how much we’d invested as a business in things like this – we even had our own gallery for a while. It doesn’t make sense from a purely numbers mindset, but if you put things out there for authentic reasons, there are ripple effects over time. In 2017, the studio became a B-corp, the fourth creative agency in the UK to get this accreditation. Around 2016, I couldn’t help but look around – as we probably all have at varying points over the last 10 years – and wondered, what the fuck is going on? All these systems are not fit for purpose for the future – financial systems, food systems, relationship systems, energy systems. They’re not working. And I was like shit, are we part of the problem? Accept & Proceed’s work for the NASA Jet Propulsion Laboratory I’ve always thought of brand as a piece of technology that can fundamentally change our actions and the world around us. That comes with a huge responsibility. We probably paid four months’ wages of two people full-time just to get accredited, so it’s quite a high bar. But I like that the programme shackles you to this idea of improvement. You can’t rest on your laurels if you want to be re-accredited. It’s like the way design works as an iterative process – you have to keep getting better. In 2019, Johnston and his team started thinking seriously about the studio’s own brand, and created a punchy, nuanced new positioning. We got to a point where we’d proven we could help brands achieve their commercial aims. But we wanted to hold a position ourselves, not just be a conduit between a brand and its audience. It still amazes me that so few agencies actually stand for anything. We realised that all the things – vision, mission, principles – that we’ve been creating for brands for years, we hadn’t done for ourselves. It’s a bit like when you see a hairdresser with a really dodgy haircut. But it’s hard to cut your own hair. So we went through that process, which was really difficult, and we landed on “Design for the future” as our promise to the world. And if you’re going to have that as a promise, you better be able to describe the world you’re creating through your work, which we call “the together world.” Accept & Proceed’s work for Second Sea We stand at this most incredible moment in history where the latest technology and science is catching up with ancient wisdom, to know that we must become more entangled, more together, more whole. And we’ve assessed five global shifts that are happening in order to be able to take us towards a more together world through our work – interbeing, reciprocity, healing, resilience and liberation. The year before last, we lost three global rebrand projects based on our positioning. Every one of them said to me, “You’re right but we’re not ready.” But this year, I think the product market fit of what we’ve been saying for the last five years is really starting to mesh. We’re working with Arc’teryx on their 2030 landscape, evolving Nike’s move to zero, and working with LEGO on what their next 100 years might look like, which is mind-boggling work. I don’t think we could have won any of those opportunities had we not been talking for quite a long time about design for the future. In 2023, Johnston started a sunrise gathering on Hackney Marshes, which became a very significant part of his life. I had the flu and I had a vision in my dreamy fluey state of a particular spot on Hackney Marshes where people were gathering and watching the sunrise. I happened to tell my friend, the poet Thomas Sharp this, and he said, “That’s a premonition. You have to make it happen.” The first year there were five of us – this year there were 300 people for the spring equinox in March. I don’t fully know what these gatherings will lead to. Will Accept & Proceed start to introduce the seasons to the way we operate as a business? It’s a thought I’ve had percolating, but I don’t know. Will it be something else? One of the 2024 sunrise gatherings organised by Accept & Proceed founder David Johnston I do know that there’s major learnings around authentic community building for brands. We should do away with these buckets we put people into, of age group and location. They aren’t very true. It’s fascinating to see the breadth of people who come to these gatherings. Me and Laura were thinking at some point of moving out of London, but I think these sunrise gatherings are now my reason to stay. It’s the thing I didn’t know I needed until I had it. They have made London complete for me. There’s something so ancient about watching our star rise, and the reminder that we are actually just animals crawling upon the surface of a planet of mud. That’s what’s real. But it can be hard to remember that when you’re sitting at your computer in the studio. These gatherings help me better understand creativity’s true potential, for brands, for the world, and for us. Design disciplines in this article Brands in this article What to read next Features Turning Points: Cultural branding agency EDIT Brand Identity 20 Nov, 2024

Hell is Us has been on my radar since it was first announced in April 2022, and I’ve finally been able to spend some time with it via its demo. The war-torn world of Hell is Us is immediately chilling and the demo’s brief glimpse of the gameplay, despite some minor hang-ups, has me eager for more. You play as Remi as he ventures to the fictional country of Hadea. A civil war has broken out, dividing and devastating Hadea’s people. Remi must travel through the war zone in search of his parents, and quickly comes across a farmer who exposition-dumps plenty of information that may or may not stick. Essentially, shit is bad, tragically so, and Remi is about to discover just how bad. You wander around a forest while an unsettling Returnal-esque score accompanies you. Eventually you gain access to ruins that turn out to have been some sort of dungeon for prisoners long ago. It’s here that Remi encounters the first of hopefully many “oh, shit!” moments. He comes across a creepy-ass enemy I can best describe as if Spot from Spider-Man: Across the Spider-Verse was designed to horrify — a pale white humanoid with a black circle for a face who contorts around the level like a marionette. A mask-wearing woman shows up out of nowhere to take down the creepy foe, but dies saving Remi. Without explanation, Remi decides to don her poncho, take her drone, and wield her BGS (big glowing sword). Turns out he’s pretty good with a sword. Remi will encounter a couple dozen enemies throughout the demo; the combat is easy to pick up and is somewhat standard third-person-melee, though it does rely heavily on stamina management. Your max stamina is also reduced when you take damage, so you really don’t wanna get hit much. You can heal using consumable med kits as well as a pulse mechanic. Attacking enemies creates floating particles around Remi and once those particles form into a circle, you can press your controller’s right bumper to activate a healing pulse. It’s an interesting mechanic, and I like how Hell is Us is giving players a way to recoup health in the midst of combat. However, actually doing it is a bit clunky; keeping one eye on an enemy and the other on the particles around Remi is distracting, and timing the pulse is a challenge — you can only activate it during a brief window, and you’ll likely be in the middle of a combo when a pulse opportunity presents itself. While Hell is Us’ combat has surface similarities to Soulslikes — like parrying blows from creepy enemies — it felt less punishing and more forgiving than what you’d expect from a FromSoftware title. I only died once in the demo, compared to countless deaths in the opening hours of Soulslikes such as Lies of P or Elden Ring. Notably, enemies don’t respawn when you save your game, so you don’t have to worry about repeatedly striking down the same foes. Because dead enemies remain dead, exploration is encouraged in Hell is Us. Developer Rogue Factor boasts that the game has “no map, no compass, no quest markers,” so you’re free to wander around the game’s world without a guiding hand and discover its secrets. For example, that farmer I mentioned earlier told Remi about how three of his sons died in this war. Later on, when exploring the World War I-like trenches outside of the ruins, I found a note from a soldier on the other side of the conflict bragging about killing three brothers “cowering in a farmhouse.” The note also mentioned taking a gold watch from one of the boys, which I grabbed and returned to the farmer — without a quest marker to guide me or a journal entry saying “give this item to the farmer.” This completed a “Good Deed” and I was told a reward may come from it later in the game; I’m curious how these types of quests will play out in the full release. The prospect of doing good deeds in this torn-asunder country is especially appealing. A Soulslike-adjacent game placing greater emphasis on user-guided exploration than combat sounds enticing, and Hell is Us is delivering on that promise so far. Its demo is available on Steam through June 16 before the full game launches Sept. 4 for PC, PlayStation 5, and Xbox Series X.