
Episode 18, Penelope
International Society of Typographic Designers
Ulysses is a modernist novel by James Joyce. It is considered both a literary masterpiece and one of the hardest pieces of English literature to read. The novel owns the number 1 spot on Good Reads's most difficult novels to read list. The final chapter in the novel consists of a 4,391-word single sentence, a sentence that deploys a variety of progressive and bewildering literary techniques to communicate an unfiltered stream of consciousness of the character Molly Bloom.
Rethinking the novel format for this literary concept by James Joyce - A modified dot matrix printer was developed to allow for the stream of consciousness of Molly Bloom to be perpetually printed over several hours, resulting in a single 17-meter-long print.






An example of distortion to digital files produced by the modified dot matrix printer, visually communicating the hazy nature of human thought.
A pre-printed version of the 17-meter print was also created, cased In a letter-pressed jacket.
A project that pays homage to James Joyce's experimental use of the English language. Manifested in both installation and publication formats.


Episode 18, Penelope
International Society of Typographic Designers
Ulysses is a modernist novel by James Joyce. It is considered both a literary masterpiece and one of the hardest pieces of English literature to read. The novel owns the number 1 spot on Good Reads's most difficult novels to read list. The final chapter in the novel consists of a 4,391-word single sentence, a sentence that deploys a variety of progressive and bewildering literary techniques to communicate an unfiltered stream of consciousness of the character Molly Bloom.
Rethinking the novel format for this literary concept by James Joyce - A modified dot matrix printer was developed to allow for the stream of consciousness of Molly Bloom to be perpetually printed over several hours, resulting in a single 17-meter-long print.






An example of distortion to digital files produced by the modified dot matrix printer, visually communicating the hazy nature of human thought.
A pre-printed version of the 17-meter print was also created, cased In a letter-pressed jacket.
A project that pays homage to James Joyce's experimental use of the English language. Manifested in both installation and publication formats.

Creative and art director, with experience across agency, editorial and in-house environments, working at the intersection of visual storytelling, contemporary culture and brand expression with a 360 approach.
With a practice spanning photography, motion and editorial design, I develop creative work that shape how brands, institutions and cultural moments are seen, felt and remembered.
Currently leading creative as Senior Art Director at Christie’s.
+ working independently and available for select freelance projects.
Previously
AKQA
The New York Times
&Walsh
Virtue Worldwide/Vice Media
Selam X
Hubert & Fischer Studio
HarrimanSteel
Work mentioned in
Clients
Audemars Piguet
Adidas
Aldar
Burberry
De Beers
Leica
Nike
Porsche
Rolls-Royce
Richard Mille
Volvo
Vice
Creative and art director, with experience across agency, editorial and in-house environments, working at the intersection of visual storytelling, contemporary culture and brand expression with a 360 approach.
With a practice spanning photography, motion and editorial design, I develop creative work that shape how brands, institutions and cultural moments are seen, felt and remembered.
Currently leading creative as Senior Art Director at Christie’s.
+ working independently and available for select freelance projects.
Previously
AKQA
The New York Times
&Walsh
Virtue Worldwide/Vice Media
Selam X
Hubert & Fischer Studio
HarrimanSteel
Work mentioned in
Clients
Audemars Piguet
Adidas
Aldar
Burberry
De Beers
Leica
Nike
Porsche
Rolls-Royce
Richard Mille
Volvo
Vice
A multidisciplinary art director, designer and creative consultant driven by a commitment to contribute towards contemporary culture. Specialising in visual storytelling across the mediums of photography, motion, and editorial design, with extensive experience within the luxury lifestyle and automotive arena.
lobina.fernando@gmail.com
LinkedIn, Instagram.
Full CV and PDF Portfolio also available.
Currently Senior Designer / Art Director at AKQA London. I have previously worked in design and art direction positions at The New York Times, &Walsh, Virtue Worldwide, Herbert & Fischer Studio, Selam X, and HarrimanSteel. I also work on ongoing independent creative projects in the worlds of image direction, editorial, and brand design.
Working with clients such as a Audemars Piguet, Adidas, Burberry, De Beers, Leica, Nike, Porsche, Rolls-Royce, Volvo
Mentions
Ad Age
Ad Week
Auto Express
ID Magazine
Its Nice That
Red Dot Design Awards
Tech Crunch
The Guardian
The Verge
Top Gear