{"id":13268,"date":"2025-08-07T21:31:28","date_gmt":"2025-08-07T14:31:28","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/design-leader-north-creative-director-jeremy-coysten\/"},"modified":"2025-08-07T21:31:28","modified_gmt":"2025-08-07T14:31:28","slug":"design-leader-north-creative-director-jeremy-coysten","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/design-leader-north-creative-director-jeremy-coysten\/","title":{"rendered":"design\/leader: North creative director Jeremy Coysten"},"content":{"rendered":"

Jeremy Coysten is partner and creative director of North.<\/a> The London-based design and branding agency works with clients like the Barbican, Somerset House and The Earthshot prize.<\/p>\n

Design<\/h4>\n
What would your monograph be called?<\/h5>\n

We have published a book, called North, Extracts from Visual Identities<\/em>, but it isn\u2019t a monograph as such, so it can\u2019t really be that.<\/p>\n

We\u2019re working on the next book and it will be called North, Archive of Visual Identities<\/em>. We\u2019re emptying the archive room and photographing everything from test sheets, prototypes, print, mock-ups, merch, the rejects, and general North bits and bobs.<\/p>\n

What recent design work made you a bit jealous?<\/h5>\n

The new Centre Pompidou brand refresh by Zoo<\/a>. They brilliantly reinvented the visual identity, whilst retaining the building symbol by Jean Widmer.<\/p>\n

Working for iconic cultural organisations such as the Pompidou is a privilege. Projects like those don\u2019t often come along. Over our 30 years we have been lucky enough to have done quite a few.<\/p>\n

We\u2019re currently working with the Fundaci\u00f3 Joan Mir\u00f3, in Barcelona \u2013 a very special place, which I first visited over 30 years ago as an art student. This year they celebrate their 50th year.<\/p>\n

What\u2019s an unusual place you get inspiration from?<\/h5>\n

A visit to Leyland SDM hardware shop on Farringdon Road. It\u2019s a calming place full of positivity.<\/p>\n

Jeremy Coysten\u2019s much prized rubber<\/p>\n

Name something that is brilliantly designed, but overlooked.<\/h5>\n

A Staedtler Mars Plastic Rubber is a tool I\u2019ve been using all my life. My father used them, and I inherited their use. The card sleeve ensures you have a clean, fresh rubber for the task ahead. They never seem to run out.<\/p>\n

What object in your studio best sums up your taste?<\/h5>\n

My Leica M7 and Leica M11 cameras.<\/p>\n

<\/a>
\n<\/a><\/p>\n

Leadership<\/h4>\n
What feedback felt brutal at the time, but turned out to be useful?<\/h5>\n

Hard to mention any names, but the conversation went something like this, \u201cWe know the guidelines are finished, and we launch in a few weeks, but we have to change the name.\u201d<\/p>\n

Through the process, we discovered a more suitable name that was more relevant, more distinctive, more international, and more campaign-friendly. There\u2019s always a solution.<\/p>\n

What\u2019s an under appreciated skill that design leaders need?<\/h5>\n

Tenacity. Don\u2019t ever give up on what you believe in.<\/p>\n

What keeps you up at night?<\/h5>\n

Ideas and tinnitus.<\/p>\n

What trait is non-negotiable in new hires?<\/h5>\n

More than one. You have to be competitive, hungry, hardworking and a nice person. In an interview, I always ask myself, would I like to sit next to you?<\/p>\n

You can teach the craft, but it\u2019s hard to teach these traits, and they\u2019re impossible to spot in a portfolio or interview. \u2028Any new hire must prove themselves.<\/p>\n

Complete this sentence, \u201cI wish more clients\u2026\u201d<\/h5>\n

\u2026didn\u2019t use Teams.<\/p>\n

\nWhat to read next: <\/strong>design\/leader: Vault49 creative director Sam Wilkes<\/a> | design\/leader: D8 creative director Adrian Carroll<\/a> | design\/leader: Bwt\u00eec creative director Paul Thomas<\/a> | design\/leader: Tall\u2019s executive creative director Guy Utley<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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