Artists We Love: Justin Poulter

INTERVIEWED BY Michaela Stehr

Local-born London-based graphic designer and illustrator Justin Poulter gives us the inside scoop on what he believes is good design, how he steers clear of industry trends and how to get out of a creative block.

Tell us how you got into design.

At school, my plan was to be an artist but I decided to take Graphic Design because it seemed like an art adjacent career I could tolerate if I couldn’t crack it as an artist. But, soon after starting the course, I realised that Graphic Design was a very broad discipline that actually included a lot of the art I loved, like skateboard graphics, album art and street art. More specifically, I discovered what seemed like a sweet spot between art and graphic design and this was illustration. I owe a lot to my lecturers at Cape Tech for encouraging me to take this direction. 

What do you think constitutes a “good” design?

Function and clear communication of the concept is most important but to make something truly memorable it also needs to be original. This is the challenge but it’s also what keeps it exciting. 

How do you steer clear of fabs and trends in the industry?

This can be tough especially when you’re responding to briefs that are often written with current trends in mind. But, focusing on your own creative intuitions and what inspires you personally is a way to be more authentic in your approach.

What is your favourite type of project or brief?

I frequently get commissioned to create sticker illustrations for advertising campaigns. I find the challenge of distilling often complex ideas into a single image very creatively stimulating.  These projects usually cover a variety of subject matter, so I’m often learning about new things as I research and find inspiration.  The stickers also mostly require a combination of type and illustration has become a central part of what I do. 

Do you have tips for overcoming a creative block?

I find ideas come when I’m not specifically looking for them. So, I prefer to get away from the screen and go for a walk or something. It’s hard to say where ideas come from and how to get them, but I do personally find that just using the internet for inspiration doesn’t always help. 

Where do you think graphic design will go in the next few years?

With things becoming increasingly digital, I think there will be a pushback in graphic design where people will be drawn to handmade graphics. It’s definitely the case in illustration with the popularity of printing processes like screen printing. AI will be a challenge in the industry. We are already seeing its capabilities with the recent launch of generators like Mid Journey and Dall-E.

What does a regular day look like for you?

Most days I cycle to studio space in North London to get in around 9. Usually, my projects have a fully planned schedule, so depending on what phase the project is in I could start my day with client feedback that’s come in overnight via email. This is often the case when I’m working with US-based clients. Sometimes I’ll go out for lunch to meet other illustrators, potential clients or my agents. I’ll often work long hours when I’m on a project, but then because I’m freelance I make sure to take down time between projects. 

Are there any designers you admire or who inspire you?

I’m very inspired by people who have had a mixed experience or have made an interesting career change. I think this kind of fluidity keeps the creative industry moving forward.

Any exciting plans or projects in the pipeline?

I’ve been working on a new project with Anomaly LA which I can’t say any more about yet, but I’m very excited about its launch later this year. I’m currently in Amsterdam meeting with various studios and agencies to create connections and new business opportunities. I’ve met some great people out here and I’m hoping to work with some of them in the near future. 

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