• Mon. Jul 4th, 2022

James Hurst on his new function at Google, Large Tech’s unhealthy press and why he is eager for the longer term

Read Time:16 Minute, 3 Second

Following commencement from the College of Brighton in graphic design, James received his first artistic job in 2005 at Cog Design. Subsequent, he went on to work for Emak Mafu in 2008 when the worldwide recession hit. James left and began his personal design studio (Treatment Studio), an illustration company (HigginsonHurst) and a Sort Foundry (The Sort Foundry). This was adopted by senior roles at Figtree, Prophet and Wednesday.

In 2014, he joined DesignStudio, the place he spent 5 years progressing from digital artistic director to principal USA. In 2019 got here Pinterest, the place he labored as the worldwide artistic director till this yr, touchdown his present function at Google.

Briefly, James has labored at a few of the highest ranges of the design world, ranging from the bottom up and getting hands-on with consumer tasks alongside the way in which. So if ever you wished perception about the place the world of businesses and tech is heading, he is a great particular person to speak to.

Chatting to James from an workplace that overlooks the Golden Gate Bridge in San Francisco, we mentioned his journey to date, what he thinks of Large Tech’s present unhealthy press, and what he hopes to attain at Google.

The place did you develop up?

I used to be born in Switzerland and grew up there till I used to be eight, once we moved to Bishop’s Waltham within the UK. The hilarious factor is that I feel it was perhaps the primary second I realised what design was. I went to a really small kindergarten with about 30 children in Switzerland. Again within the ’80s, Swiss children used to put on cowhide leather-based satchels. I went from that to a faculty simply outdoors Southampton and Portsmouth with about 2,000 children with my little cowhide leather-based bag. If you’re an eight-year-old, you rapidly go searching and spot that form of distinction!

I keep in mind having bizarre conversations with my mum as a result of Switzerland is damaged up into cantons like English counties, however every canton has its distinctive feel and appear (lookup the nation’s historical past, and you will see why!). It makes every thing really feel distinctive to that canton. Within the UK, I used to be at all times enamoured that every one indicators look the identical! I could not recover from it. I requested my mum what was happening. As a result of that cease signal seems to be like that cease signal, once we went to see my gran miles away, they nonetheless regarded the identical! That is after I began to note design.

Did you’re feeling like an outsider within the UK? Was the transfer a pivotal second for you?

It knowledgeable me loads. I used to talk Swiss-German fluently and English as a second language. My mum and pa spoke English to me at house, however I spoke Swiss-German all day, day by day. Once we first moved right here, I keep in mind having to sit down down and say, “be much less Swiss”, and resolve what to do to slot in.

I feel each child has their formative second. I do not suppose it’s good to transfer from Switzerland to England to have that form of factor occur to you (and as an ex-pat dwelling within the USA, I am interested by how my children would react if we moved again to the UK!).




James Hurst, Head of Model Design at Google

After graduating from college, your first job was at Cog Design, a massively respectable company.

I left Brighton within the post-cool-Britannia period. The nation was alive with the Spice Women and gossiping about what Oasis did in 10 Downing Road. My mum and pa had been upset I might gone to artwork faculty. They had been adamant I might made a horrible resolution. They simply did not see that there could be a future for me after artwork faculty.

After I completed artwork faculty, I moved again in with my mother and father and utilized for limitless internships. After a few yr, my mother and father held it over me that I ought to undoubtedly not have gone to artwork faculty.

However all was not misplaced. My portfolio was an A1 printed folder, primarily display printed. There have been bizarre posters for legendary issues that did not exist. It had been numerous work, and I used to be actually, actually happy with it. I saved carrying it round to a great deal of completely different businesses, and most would take one have a look at this form of scruffy, loopy human being and say, “No, really, we do not want this in our constructing”.

Then I met Michael Smith, the founding father of Cog Design. And in that haze of cool Brittania optimism, regardless that that portfolio was horrible, Michael noticed it was stuffed with hope, ambition and a want to be taught and unfold my wings. He took an opportunity on me and have become my boss and an amazing mentor. We’re nonetheless actually good mates, and he is somebody I usually flip to for recommendation.

I learnt a lot at that company about understanding the questions it’s good to ask to get to one thing that is going to make sense. They usually did wild stuff. The primary mission I labored on was Sultan’s Elephant, the place this enormous, massive, mechanical elephant walked by London. It was a loopy time and a unbelievable company.

What occurred subsequent? Did you go to Emak Mafu?

A buddy of mine referred to as Chester Chipperfield had arrange a digital company. And he wanted some assist. They had been simply kicking off redesigning Anthony Gormley’s web site. And so I joined to assist.

After I look again at these days, I ponder how we completed something, because it was recent and wild. Right now, you have received design roles for many deductive duties. However again then, we made it up as we went alongside. At Emak Mafu, we needed to learn to run an organization, create a tradition for a staff of individuals, and construct trusting partnerships with massive manufacturers as they took their first tentative step on ‘the web’. We needed to invent the playbook. Inventive pondering wasn’t simply: does this factor we have designed look good? It was about your entire technique of getting a enterprise on-line and pondering inductively.

Then sadly, 2008 occurred. And like many companies, Emak Mafu hit robust occasions. So I arrange a small little studio for a couple of years, which was an journey.

Cure days with Fred Higginson from Print Club London, 'Editions'.



Treatment days with Fred Higginson from Print Membership London, ‘Editions’.

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“The common-or-garden studio we ran,” James on Treatment Studio, HigginsonHurst & The Sort Foundry

I later met Nick Sofa, the MD of an organization referred to as Figtree. He is an extremely superior model thinker, model designer, model strategist, and inventive tremendous mind. I keep in mind our first dialog. I went in arduous about what we did at my studio, saying how we’re doing all this nice model stuff. And he was type sufficient to say: “I do not suppose you’re, however I feel I can see that you just wish to try this. And now you must come and be part of us”.

And in order that was the following enjoyable journey. Figuring out what the function of digital pondering meant for model constructing. They’d simply delivered the HTC rebrand, and every thing flew 1,000,000 miles an hour. I’ve at all times had impostor syndrome. However that was an actual second of strolling into many rooms with some unimaginable strategists and unimaginable model thinkers and seeing them unpick issues and reframe issues in such fascinating methods. And I am happy that so a lot of them are nonetheless unbelievable mates.

You went on to Prophet and Wednesday and finally landed at DesignStudio in San Francisco. Was that whenever you first discovered your self throughout the pond?

Yeah, so I joined DesignStudio in London simply after the company launched the Airbnb rebrand. It was a rocket ship. Anyone beginning a enterprise wished to speak to the company about their model. After a few yr of me being there, they arrange an workplace in San Francisco, simply down the highway from the place Airbnb’s workplaces are primarily based. However as everybody was so fraught and busy on a regular basis, we by no means actually constructed one studio tradition. So it was my job to try to transplant a few of the DNA we had in London to the West Coast arm. James Gilmore did the identical for the staff in Australia. That is after I left the UK.

Moving from the UK to the US with



Shifting from the UK to the US with “every thing we had”. James’ spouse sophie and 18-month-old twins

DesignStudio in San Francisco. Photography by [Paul Barbera](https://paulbarbera.com/)



DesignStudio in San Francisco. Images by Paul Barbera

DesignStudio in San Francisco. Photography by [Paul Barbera](https://paulbarbera.com/)



DesignStudio in San Francisco. Images by Paul Barbera

And did it work? Did you’ve got some success?

Positively. The studio goes from energy to energy. It has a extremely good ethos about the way it makes good work occur. Our job as designers is to ask dumb questions, and that’s the DesignStudio philosophy. To make sure that everybody understands that in case you’re working there, your job is to assist different companies be pretty much as good as they are often. And meaning asking ridiculous questions and happening superb adventures with shoppers. In that course of, you uncover what’s radically completely different for every enterprise.

Pinterest was your subsequent function. Was it your first in-house place?

Yeah, I might at all times labored agency-side the place shoppers would are available in for assist, nearly like sitting in a therapist’s chair, and we would information them in the direction of their targets. In distinction, I realized that going in-house is a bit of like going into the top of the affected person. You do not play the main function; you deliver individuals collectively who may need completely different concepts of how issues ought to run and encourage them to maneuver ahead collectively.

I suppose there are politics to cope with, plus a slower tempo. Was it irritating in comparison with the quick tempo of businesses?

It is a wholly completely different tempo. It is like throwing snowballs on the high of a mountain. You possibly can throw numerous snowballs, after which nothing occurs. However then certainly one of them simply begins rolling, and you are like, “Oh, my God, what have I began?!” If the chess items align, the celebs align, or no matter, and you’ll seed an thought, that concept can change your entire enterprise.

I am happy with the work that we did at Pinterest. We launched a wholly new viewers (creators) and gave the corporate a ton of confidence in how it could use that to speak to completely different those who it hopes will use the platform. There are some actually massive challenges I do not suppose you’d ever get close to in case you weren’t working contained in the enterprise.

So, sure. The tempo might be sluggish at first. However then you definately realise that your legs are sprinting, and also you surprise who set us off on this path.

From Pinterest, you at the moment are head of brand name design at Google. Does it really feel such as you’ve reached the highest of the ladder?

It is a unbelievable alternative. This firm is large. The variety of merchandise is eye-watering, and the variety of alternative ways individuals use the merchandise is mind-blowing. The function of the model is massively completely different for various individuals in actually significant methods.

It is solely week 5 of me being right here, however there are some unimaginable model thinkers, model dreamers, and model doers. Persons are understanding the function of this factor as a model? And the way will we take into consideration that? Typically actually speculatively, what do we have to take away from the world? Or generally actually additively? So what’s going to we throw into the world to make sense of it? After which how will we take that pondering and socialise it in many various locations across the enterprise?

I am going to in all probability be discovering my toes for years. It has been some of the humbling onboarding experiences, the place each single day, I have been eager and keen to point out that I can add worth in all of those varied methods. I spin up these displays for issues, after which I ship them off, and individuals are like, “Oh, we’ve got a whole staff doing that”.

I am within the honeymoon section. I feel every thing about Google is superb. I feel the factor that makes me excited is that I will be taught a ton about what the function of a model is from the within of Google. For a enterprise as attention-grabbing as this, it is a dream. With the alternative ways individuals take into consideration Google alongside the corporate’s monumental ambition, I’ve by no means skilled something prefer it earlier than.

One thing we provide is assist. We make individuals’s lives higher. I feel if we will present that we’re genuinely serving to individuals, then I feel that is the realm the place we show ourselves. We have to carry ourselves accountable. And we’ve got to be sure that we dwell by that worth.

It have to be a reduction that Google does not have the identical status points as Meta?

Properly, Google is a household of well-established merchandise that folks depend on day by day with some inspirational moonshots that can outline our future. It is enormous and provides a lot worth. So the attention-grabbing a part of the puzzle is that there are a lot of methods individuals work together with Google, however the place and what’s the model? It is also a hyper-competitive market. We’ve got to remain humble and nimble.

The important thing for me is to hear. I care about what individuals who do not work at Google are saying about Google whereas defining what we hope they will say. My job is to assist shut that hole.

Is one model problem to construct belief?

I feel belief is a key attribute each model has to earn. Fortunately, we’re already effectively revered and effectively regarded. That is as a result of Google is a accountable firm in the way it builds merchandise and the way it develops companies. It is an engineering-led firm that has succeeded by responsibly constructing tech that folks depend on. Like each model, we’ve got to proceed to work arduous to guard and nurture the belief our neighborhood has put in us.

In in the present day’s world, we should always count on far more from the manufacturers we like. We have to guarantee we make individuals’s lives higher. I feel if we will present that we’re genuinely serving to individuals, then I feel that is the realm the place we proceed to construct a significant model.

DesignStudio in San Francisco. Photography by [Paul Barbera](https://paulbarbera.com/)



DesignStudio in San Francisco. Images by Paul Barbera

DesignStudio in San Francisco. Photography by [Paul Barbera](https://paulbarbera.com/)



DesignStudio in San Francisco. Images by Paul Barbera

DesignStudio in San Francisco. Photography by [Paul Barbera](https://paulbarbera.com/)



DesignStudio in San Francisco. Images by Paul Barbera

What are you hoping to deliver to this function?

I am a tech evangelist. My ambition is to make sure we preserve constructing the friendlier, happier, optimistic firm that helps individuals. I used to be simply studying concerning the dreamers in Afghanistan, this group of inspiring teenage ladies who rebuilt a bunch of automotive components and motors to make defibrillators throughout Covid-19. They did all of it by discovering the proper data on-line, understanding find out how to mannequin issues, construct issues, and have created this extraordinarily environment friendly little bit of medical equipment, which individuals are celebrating. I feel that is when tech is at its very best.

Tech has endured a troublesome journey in recent times, although?

Agreed. It is received a foul identify for itself, which is infuriating because it’s serving to us handle some of the extraordinary occasions of our time — Covid. It may very well be in how tech helps scientists perceive what the virus is or the inspiring methods we’re utilizing tech to ship care to individuals who dwell in locations which have traditionally not been in a position to entry it.

I am so impressed by groups like Sehat Kahani, who’re getting healthcare into the arms of people that have not ever had that chance earlier than.

Or instruments like System, whose perception that “seeing the entire system will assist us make higher selections” continues the spirit of pondering that superior the human race. Notably when Nasa shared Blue Marble which kicked off an period of philosophical and sociological advances because of our species attending to see – as Buckminster Fuller would name it – ‘Spaceship Earth’.

The factor that I might like to do is get again to a spot the place we see the positives in tech. And we begin to see the constructive affect that it is having.

I am a board advisor to the staff at Hoo Koo E Koo, who (amongst many different issues) runs the Future Horizon occasion. For anybody cynical concerning the constructive affect of tech. Please attend their subsequent occasion. It’s brimming with hope and making significant change.

We have issues to unravel. The optimist in me believes that we’re shifting right into a world the place individuals are conscious of what these issues are and may get the instruments to unravel these issues.

I am already seeing it occur. A lot funding is being pumped into companies doing good, and Google is an inspiring company citizen in the way it stewards and helps these initiatives.

Use Design to Design Change by James Hurst



Use Design to Design Change by James Hurst

So that you’re saying massive tech is not as evil as some declare?

I feel a heavy dose of cynicism is wholesome. It helps make sure that you have a look at what firms are doing whereas asking — is that proper? Is that good for the world?

I wrote a e book final yr, Use Design to Design Change. It is constructed from my expertise branding numerous firms and considers how companies could make a constructive affect. The e book’s premise is to make use of the triple backside line used to audit a enterprise: taking individuals, planet, and revenue as levers to consciously outline what selections to make when constructing a model. It is a set of instruments designed for use by anybody.

It is fantastic to see the evolution of design throughout your profession and the way extra manufacturers are doing good.

Sure, this looks like the beginning of a brand new epoch on this trade. An increasing number of founders, CEOs and leaders that I discuss with are wanting arduous on the many issues they will positively affect. My humble e book is a part of an enormous wave of nice fascinated about how artistic individuals can use design pondering to nurture and amplify that affect, however I am not the primary, and I am thrilled I am not alone!



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