Studio Up North
Published 28th July 2021
INTRODUCTION
SUN is a brand strategy and design studio based in the North West. SUN are bold, diverse, vibrant and passionate, and the essence of honesty, fairness and pride runs through everything they do and everything they create.
In this interview, we speak to Jamie Kelly (Founder), Gabi Shanice (Designer), Ya’Qub Mir (Designer) & Ben Young (Design Intern) about life and design at SUN.
A question for all of you...It’s clear that you’re like a family at SUN, so who would you say is the biggest kid and why?
Gabi: I’d say Jamie is definitely the biggest kid, he’s always cracking jokes and making us laugh. Having a boss that encourages a friendly fun atmosphere in work is really what makes SUN like a little family and Jamie is definitely the “dad” who motivates us and guides us… but he’s also the playful brother that has a long list of terrible Christmas cracker jokes stored in his brain.
Ya’Qub: Ha, that’s probably the easiest question I’ll ever have to answer. It’s ONE MILLION PERCENT Jamie. He comes into the studio, no matter the situation, with an unmatched energy and that helps elevate everyone else around him. His face practically lights up when a joke comes to mind or he has something funny he wants to mention, you can’t help but laugh just from the facial expressions. He’s a big kid with a heart of gold, and a wealth of knowledge, he truly knows how to run a team the right way. The atmosphere in the studio is always one of enjoyment, we’re definitely like a family. We love what we do, and we love working together as a team. We are all there to support, learn and create together all while setting each other up for “hilarious” jokes.
“[Jamie] comes into the studio, no matter the situation, with an unmatched energy and that helps elevate everyone else around him.”
Jamie: I think that whatever way I answer this, I am going to be told that it is me! Although I think I am fairly serious, the guys clearly think I am not. Ha! I think that I have always had the big kid side if me, and I think that it is important to have fun whilst you work. The work we do is serious, and we ensure that we are focussed and dedicated to the work we do, but we are with each other more that we are with our families, so it is important that we have fun too.
Jamie Kelly, Founder & Creative Director of SUN
Jamie, how have you gone about creating a thriving studio culture where everyone loves to work?
Well firstly I hope that everyone does love working here at SUN, it has always been important for me to create a place where people feel comfortable and happy to be. Studio culture has to be grown organically I think, it can’t be forced. I am incredibly lucky that the team are not just superb at their job, but they are superb people too, and this comes first. We have a saying, and that is that there is no point being an incredible d**k head.
When it comes to interviewing people, yes I look at their work, and this is crucial, but I look at the person more, and so do the team. Culture is grown out of having decent, honest and open human beings who can communicate well and be nice to others, this is part of our purpose as a business.
Gabrielle Shanice, Graphic Designer at SUN
Gabi, having been at SUN for nearly two years, what’s been your favourite project to work on so far?
We’ve worked on so many different projects since I started working at SUN, from big corporate brands to small start-up businesses, and all are equally as challenging and exciting. I’d have to say my favourite project so far is a lot closer to home than some of the work we’ve done.
During lockdown, Jamie’s wife Charlotte wanted to re-brand her beauty business ready to welcome her clients back once restrictions where lifted. This was a project I got to work on from start to finish on my own which was really exciting for me. Even though I already knew Charlotte, it was a great experience for me to set up client meetings with her and dealing with feedback. The design route chosen was colourful and illustration-based which is something we don’t get to include as often when working with more corporate brands.
“We’ve worked on so many different projects since I started working at SUN, from big corporate brands to small start-up businesses, and all are equally as challenging and exciting.”
Ben, how did you find the transition from graduating with a degree in Design for Publishing, to working in a branding studio?
After graduating during the first lockdown I came to this realisation that I didn’t relish my three years at uni. I would always be interested in what my friends were creating and the ideas behind them. It wasn’t a waste of time - far from it, Design for Publishing and Brand Identities share the same principles. Both use research, typography and grid formats but what branding needs to stand out is a great idea.
I started to create these self-initiated projects because I never want to stop learning. I composed this email to Jamie and thought I will probably not hear back, because as young creatives we are told ‘studio owners and CDs are very busy people, so will probably not reply to an intern or junior designer’.
But Jamie did, and he kept in contact until SUN needed extra pair of hands.
“I started to create these self-initiated projects because I never want to stop learning.”
The first project I worked on was Intelligent Appliance. At first I thought '“what have I got myself into, I cannot do this, I am 200 miles away from the team and this is a big client. Where do I start?” But I read through the research the team had pulled together and started to jot down some copy reflecting on the points from the client’s aims.
I then had my first critique with Jamie, where I showed him the ideas from that morning. I kept wondering what he might be thinking. "Have I done enough? Does he like it? Is this how you present it? Was I supposed to write a fantastic speech?
But it was very informal, and he liked the work, but it wasn’t until I scrolled over a piece of copy ‘investing in better, not more’ that Jamie's face lit up! A boost of confidence in a year of constant rejection.
© SUN, Crave drinks
Jamie, what was it that made Ben’s email stand out to you when he reached out to join the studio?
Ben came across so so so well at every interaction I had with him. His first email was eloquently and concisely written, and it showed care more importantly. He had done his research, selected his words wisely and his work was of course excellent. I really liked his slightly different background, and when we first spoke, it was clear that he was a smart and talented guy, and his tone of voice matched his emails perfectly. He was genuine, honest and articulate, and he showed passion!
“ He had done his research, selected his words wisely and his work was of course excellent.”
Jamie, what’s a big problem with the creative industries right now that you’re passionate about trying to change and why?
There are problems with all industries, not just the creative industries, and as a studio there are certain issues that we try to address and discuss at length. PRofit over principles is one we talk about a lot. Internally we capitalise the PR side of this, as this is about people and businesses ignoring true topics and turning the other cheek for PR rather than addressing them and making a stance. We stick to our principles without making noise, instead taking action. We want to empower people to do better, and that starts with us.
The other subject I am personally passionate about trying to create opportunities wherever I can, whether that is for graduates who have joined us (and stayed with us) or college students who are unsure about what they want to do next and need advice or access to our network. Helping younger people get in to the industry is crucial to the future success of what we do, not just at SUN but every agency and business we work with. The talent that these young people have should be embraced, not chastised and be told to sit in the corner.
“Helping younger people get in to the industry is crucial to the future success of what we do, not just at SUN but every agency and business we work with.”
These people are better than I ever was, or will be, we are lucky to have their skills and views on design and the world. The historic legacy of agencies means that there is still a misconception that you have to work long hours, take one for the team and get a bollocking off the CD if you don't ‘nail it’. Designers are burnt out early, and actually, they should be left to flourish and create. As agency owners, we should take all of the blame and none of the credit if needed, this shouldn’t be forced downwards in a historic agency hierarchy.
Ya'Qub Mir, Designer at SUN
Ya’Qub, how did the Creative Waffle podcast come about and how have you found co-hosting it alongside working full time as a designer at SUN?
I believe it came about (and Mark Hirons can correct me if I’m wrong) during the first lockdown. It was around the time that Netflix released The Last Dance Documentary, Both Mark (The Founder and Host) and I had watched it and Mark put an Instagram post up about how he felt Inspired by Michael Jordan’s drive. I DM’d him about it and he invited me to come on the podcast as a guest. I must’ve done alright because he asked If I wanted to Co-Host alongside himself and Millie Powell (@sevenandco.studio).
Funnily enough, I had met Mark in person about a year before that at D&AD New Blood, so there’s a video out there of us meeting for the first time, not knowing who each other was.
Co-hosting alongside my work at SUN taught me a lot of great things. First of all I had the opportunity to speak to some amazing people from all over the world, talking not only about design, but the importance of diversity and inclusivity within the design industry and how we can push for more. There are some really important topics that we brought up and I’m very proud to have been a part of those conversation. Because those positive conversations are the starting point for positive action moving forward.
“I had the opportunity to speak to some amazing people from all over the world, talking not only about design, but the importance of diversity and inclusivity within the industry”
It also taught me how to best manage my time. Having a 9-5 and coming home to record a podcast once/twice a week showed me how to best optimise my time efficiently. But most importantly it taught me to have a bit more fun, the conversations we had were really important and done in a fun/creative way. Which has inspired me to create a couple of my own projects, one of them isn’t ready to be talked about just yet (but I can say it’s centred around helping our generation talk more openly about a variety of topics, from injustices to mental health) and the other is a comedy and lifestyle project that is on the verge of being announced: Tiny Hands!
Tiny Hands is all about applauding better friendship, checking in with each other, celebrating our differences and having open conversations to lift each other up, in times where we need it the most. It’s all about having fun, while giving each other purpose.
The SUN studio
What’s one thing you all wish you’d known when first stepping into industry?
Jamie: For me this links in with getting people into the industry. Myself and other agency owners have spoken about making agency life like the place that we would have wanted to work. Therefore, the thing I wish I would’ve known is that you don’t have to be afraid, you don’t need to worry and you will not or should not have to work long hours or feel immense pressure. Agency and studio life is fun and creative, enjoy it as we are lucky to call this a job.
Ben: Fake it until you make it! No one knows everything, share your thoughts and don’t be disheartened if your idea falls short. It’s a team effort so be proud as a team, University doesn’t prepare you for this but being a team player is so important!
Secondly, unless you strike lucky first time, you’ll spend a lot of time contacting studios, so don’t be afraid! Most people love coffee, so a free coffee is a great invite to anyone. You might feel like you're bothering them but just think, you only need one person to be kind enough to respond.
Gabi: Not to be disheartened when a design isn’t “right”. Many times through the development stage the designs you produce might not be going in the right direction and that’s okay. Working in a team we all encourage each other and where some ideas that we personally really liked might not be right for that specific project, it works both ways and the ideas that you may think aren’t as good or you weren’t as confident with, the rest of the team might love and think work really well.
Just being confident in everything you produce is the best advice I could give someone stepping into industry. Just because that certain idea might not be right, or you’re having a bit of creative block, don’t get disheartened because at the end of the day we’re just sat here making things look pretty… it’s not so serious that it’s worth stressing over.
Ya’Qub: Speaking candidly, as a Muslim of Pakistani heritage, I wish I had been told “it’s okay to be you” because ultimately that’s where your appeal is, just being yourself. You don’t have to look like someone else or act like someone else in order to be successful. I’ve said this before but it broke my heart when someone once told me “You don’t look like a designer”… but what does that even mean?! It’s a load of rubbish. Look how you want to look and be who you want to be, don’t try and be someone else.
It’s great to have role models in design, but it’s important to be an authentic version of yourself.
Recommended reading
On Purpose: Delivering a Branded Customer Experience People by Shaun Smith & Andy Milligan
Recommended listening
Recommended follow
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If you’d like to reach out to Jamie or any of the team at SUN, drop an email to: jamie@studioupnorth.co.uk
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