Some people take a lifetime to find their true north, the thing they want to spend their days working on.

That’s not the case for Sean Perkins. Growing up in South Yorkshire in the 70s, it wasn’t cool to get good grades. Even though he was smart, he flunked almost everything. Everything, but art. From a young age he was exposed to, “the future, all this incredible visual culture”, by way of Japanese mementos his dad would bring back from work trips to Tokyo. And the fashion his mum would wear after disappearing to the fashion shows in Paris to stock her boutique in Huddersfield.

Today, he’s one of the most influential graphic designers of our time. He’s created visual identities for some of the world’s most recognisable brands with his London-based studio North Design. And the brands and clients relationships he builds — they stand the test of time. Some of his identity systems are still being used 20+ years after he and his partners Jeremy Coysten and Stephen Gilmore first created them. Think Tate Modern, Barbican Centre, West Kowloon Cultural District, ACMI. And perhaps most notably, the project that put his name on the map as a young designer, the UK’s most iconic roadside assistance company, the RAC.

Listen in as Vince and Sean discuss, growing up buying albums for the covers, learning from Gert Dumbar, and the highs and lows of running their respective studios.