“It’s allowed me to break out of this stereotypical boring type box,” she remarks, “and given myself the confidence as a designer to make work I think is fun and interesting;” the notion of which is emblematic of the most significant lesson Yasmin learnt at university – self-belief. “Just do you,” Yasmin tells us, “do what you find interesting and what you think is cool, and they’ll be someone somewhere who thinks it’s just as interesting and cool as you do,” a factor that, when combined with the knowledge that – ultimately – one’s grade doesn’t matter, is creatively and personally liberating. “Grades and mark schemes are there for us to jump through hoops,” she notes, “and if you do a project you’re really passionate about, you’ll jump through those hoops without even realising.”
One such project is Yasmin’s 2,617 times a day (the average amount of times a smartphone user touches their phone), a 2,617-page publication of her dissertation concerning smartphones and their attention-maintaining design – featuring the 8000-word essay alongside a smartphone compulsion test and 2,500 screenshots of users’ screen times collected throughout the year. “I’m not a particularly strong writer, and I had never made a book before,” Yasmin recalls, “so it was a challenge for me, but I enjoyed every second of it,” channelling her publishing naivety into a notably compelling and unique formatted book. “The publication was designed in an unconventional size matching that of an iPhone 11,” she details, reaching an overwhelming height that immediately demonstrates the extent of our connections with phones. “The display typeface used,” Yasmin continues, referring to Lattice Circle, designed by Yasmin in collaboration with Barnaby Mills and Lauren Fowler, “was originally drawn based on the dimensions of an iPhone screen,” resulting in an oddly familiarly yet distinctly unconventional headline typeface.