11 Questions With: Jay Topham
Field Trip: Interview
I sent off 11 questions to designers in the early to mid stages of their careers, asking them a set of questions that help us get to know them a little bit. This week’s article features Creative Director Jay Topham.
Q1. To start, could you tell us who you are and where you work?
I’m Jay, creative director and co-founder at both Unfound, a brand development studio & at vaabs, a lifestyle brand.
Q2. Did you study design or are you self-taught? If you did study, how did you find it, do you think a degree is necessary these days?
I have a degree in design. While I certainly understand the argument for it not being a necessity, for me, it definitely kick started my career. It gave me the time to experiment with design disciplines and explore design history, while receiving tutoring from some highly experienced creatives. In particular Roberto Fraquelli, who was ex IDEO, he was my introduction to human centred design, a creative approach that has proven key in my own personal design philosophy.
Q3. Is there anything you felt unprepared for going into work?
I think most designers can probably relate to that sinking feeling at the end of their first creative session or workshop when you have contributed nothing. As a fresh faced 20-something, design agencies are a crazy world of idea generation and on-the-spot creative thinking, it certainly takes time to settle in. Looking back I think that ‘imposter syndrome’ I described is a good thing, it keeps you on your toes and makes you work harder to understand creative challenges sooner.
Q4. Do you work from home or go into the office? Do you like your situation or would you change it?
At Unfound Studio we work remotely, in my previous role it was very flexible, I found that somewhere in the middle worked well for me, I value the headspace you get at home to execute ideas, but I am always longing for the social culture you get in the design studios. Creatives need to multiple circumstances and setups to perform at their best.
Q5. How do you feel about freelancing/side projects, do you feel a pressure to do these?
I’ve always had side projects, I am probably one of the biggest advocates of side hustles you’ll find. I used to help my friends businesses in my spare time at university, then I started vaabs (@vaabs.co) with my evenings 4 years ago. Even Unfound Studio was a side hustle until very recently. Often as a creative your mind doesn’t stop ticking or generating ideas, I find it important to act on them even if it doesn’t fall under your 9-5 responsibilities.
Q6. What are you working on right now?
At vaabs we recently dropped our ‘summer in the city’ campaign, celebrating those moments in the city when the weather is good. The coffee run, rooftop bars, hanging with friends - it was fun capturing those moments for the brand but keeping them authentic. We moved to video-first content for the first time, I enjoyed the challenge of storyboarding concepts then working with the videographer on location to bring it to life scene by scene. All the content is on our Instagram reels if you are keen to check it out.
Q7. Do you listen to music when you work? If so, what do you listen to? (very welcome to drop a playlist)
Always, sunset fuzz on Sonos is my go-to, it has been for some time. Their tagline is ‘sunglasses for your ears’, I think we can all get behind that.
Q8. What have you been consuming lately?
‘Bold Simplicity of Thought’, it’s a pamphlet my mentor recommended. It is built up of short stories of when simplicity has been the key to success and innovation throughout history. As creatives we always strive for simplicity, this book really drives that home.
Q9. What do you do in times when you don’t feel inspired or motivated?
I find other peoples stories motivating. A stroll round the park with a design or business podcast usually does the trick. Samuel Ross’ episode on The Business Of Hype has really inspired me this week - the episode is 5 years old but still super relevant.
Q10. Is there anyone you look up to or turn to for advice?
For sure, I’m a huge advocate of mentors. So many people have walked similar paths before me and made the mistakes ahead of me. When working commercially at Landor & Fitch, who are a global brand agency, I would pick people’s brains all the time. Grabbing them at the coffee machine to ask them their opinion or learn about their journey - I’d recommend that approach, there’s so many great people around us.
Q11. Finally, what are you most excited about as your career progresses, are there any particular goals you have?
What a privilege ✌️