On the 17th of October 2024, UNITOM had the pleasure of hosting Sean Perkins, Jeremy Coysten, and Stephen Gilmore from the design agency North. They gathered to discuss their long-awaited monograph “North - Extracts from Visual Identities.” The conversation provided captivating insights into North’s creative journey, their unique approach to design, and the strong relationships they’ve built with clients like Tate, Co-op, Barbican, and The Royal Mint.
Rather than a comprehensive anthology, the monograph is a carefully curated selection aimed at fellow designers, allowing the work to speak for itself without the need for descriptive text. Their commitment to precision and clarity was evident as they shared their passion for ensuring every page truly represents their values.
The designers reminisced about the 1990s, recalling their searches for design books abroad during a time when such resources were scarce in the UK. Now, with the growth of creative spaces like UNITOM, they celebrate the availability of inspiring materials. They also spoke about their admiration for Japanese design, which continues to inspire them to elevate their own work.
A key theme in the discussion was the enduring significance of physical media. Sean Perkins remarked, “Books are fantastic for loosening your brain; the internet doesn’t do that.” For North, books provide a tactile experience that invites reflection and inspiration in ways that digital platforms cannot replicate.
They also discussed their decision not to have a website, despite years of attempts to build a right one. To them, a website feels too reductive and fails to capture the constantly evolving nature of their work. They could never find a format that felt right, as their projects and approach are always changing, making it difficult to pin down their identity in a static digital space.
The conversation also touched on their dream projects. Sean Perkins expressed a desire to work with an airline, while Jeremy Coysten echoed this, adding a train company to his aspirations. Stephen Gilmore shared his ambition to design for major sporting events like the Olympics or World Cup. These goals reflect their interest in creating large-scale, impactful visual identities.
For more insights into North’s creative philosophy and their approach to design, go listen to the talk—it’s filled with thoughtful reflections and inspiration.
There are still a few signed copies of the book available here.