The thinking space is also where we get to rant and rave about issues pertaining to the design, branding and creative industries both locally and abroad. Our aim is to develop a strong, balanced voice for the UK design industry. And probably most of all, to entertain you.
We have contributors across the board, not only from Cliff the Firedog Chief, but also from all the talented people who create and work in the Firedog studios. Therefore the views, opinions, comments and criticisms do not necessarily represent Firedog views, they're the independent and collective view of all staff, authored and presented independently without bias or censorship. Enjoy...
1. Stare at the red dot on the image below for 15 seconds
2. Glace over to a plain surface
3. Blink like your life depends upon it.
FYI: I stumbled across this excellent optiocal illustion over on the Quipsologies blog.

Samuel Cane
Digital Designer and planner, ex Butcher and fishmonger, proper code zealot, built this site
27
January 2012

The Exhibit bar in Balham, South London has installed the world’s first pee-controlled video game units, developed by engagement marketing startup Captive Media.
Every urinal in the gents has a 12in LCD screen that’s hooked up to a (hands-free) console which features the game ‘Off the Piste’. Drinkers masterfully steer their pee from left to right, under the watch of infra-red sensors, to navigate a skier down the slope, gaining points for taking out penguins! At the end of the game, players are encouraged to post their scores via mobile to Twitter and to a live leader board so they can compete with their mates.
Lee Scott
Design Director, long distance commuter, PSP devotee, fantasy football fan
20
January 2012
Need to share this sexy animation – the music video for Breakbot, ‘Baby I’m Yours’ (2010). Designed by Irina Dakeva at WIZZ, it must have been a labour of love as it’s composed of over 2000 hand painted watercolor images and 2D animations – rotoscoped and shot in 5D for optimum quality. Slick and stunning result!
Helena Paffey
Studio Manager and PA, Londoner born and bred, roast dinner connoisseur, budding art therapist!?
20
January 2012
Here at Firedog, we have been working away on the new Bouygues UK brand visual identity & website which is now live.
Bouygues UK are the UK arm of Bouygues, a French construction company, full of French flair and passion. Our brief was to create greater brand awareness, communicate the company’s core capabilities, demonstrate their diverse portfolio, create synergy with the parent brand whilst retailing a strong individual identity and change the perception of Bouygues UK within the marketplace. Bouygues UK are more than equal to their bigger competitors but awareness of the brand did not reflect this.
Hannah Barton
List-oholic, festival queen and cheese enthusiast.
3
January 2012
It’s the time of year for catching up, being festive and getting a bit competitive.
There’s no better way to test your knowledge than by organising your very own pub quiz – it’ll keep you all entertained (or struggling for answers) for hours! We’ve provided the questions and answers, you just need to provide pens, paper and a few festive treats.
To find out the answers click to the next page of this blog post.
Hannah Barton
List-oholic, festival queen and cheese enthusiast.
16
December 2011