An Idea for… are general text-based descriptions of images that Eatock creates that point to a specific context for which they can be realized.

Daniel Eatock is a London-based artist and designer most known for his conceptual approach that manifests in both client-based graphic design projects and an independent art practice. Eatock graduated from the Royal College of Art and worked as a designer at the Walker Art Center before returning to England to found Foundation 33, a short stint with Boy Meets Girl, and opening his own practice Eatock Ltd. His work explores the space between language and image, subversion, participation, systems, seriality, function, materials, minimalism and humor.