A decade of design and development: Jason Best on his 10 years at UnitedUs

Natalie Burns: What brought you to UnitedUs in the first place? 

Jason Best: I actually knew Luke (one of our founders) from university, and I always admired what he had started as a business. I enjoyed following the studio’s journey on social media and seeing what they were doing. The opportunity came about during a walk around a park in Norwich, when Luke asked if I’d like to “come to work at the seaside,” and I said, “Yes, please!”

It was perfect timing for me to take on a new challenge. I was living in Colchester, and the opportunity felt like a clean slate—a chance to reinvent myself and work with a new team and in a new location.

Is there something about Brighton that you thought, “This is a good city to move to?” 

Yes, absolutely. It’s a creative hub, and I love going to gigs, so the music scene and unique venues were a big draw. I’m also very passionate about running, and Brighton has a big community for that. I joined a couple of running groups and have made lots of friends that way. All the things outside of work have been a huge part of the last 10 years, as well as the work itself.

What’s been the biggest change over the last 10 years? 

Me, personally. I’m a completely different person now than I was back then. The opportunity to reinvent myself and the social stuff outside of work has been life-affirming. I think the location and the people I’ve met have really helped me develop hugely on so many fronts.

Are there any projects you’ve worked on in particular over the last 10 years that you look back on now and go, “Wow, I can’t believe I did that?” 

Yes, loads.

Working on identities for new cities in Africa. That was really exciting, seeing that culture and to be part of supporting organisations who are making huge progress across sub-Saharan Africa. We did loads of different elements for those projects, from huge signs welcoming people into town to the brochures that were given to President Obama to gain American support and investment. To say that you branded a city feels pretty cool!

The work we do for the charity sector is always very rewarding. Working with Rockinghorse and Helpforce, especially, has been both rewarding and enjoyable.

I’ve also worked on bringing a rugby stadium to life as part of an awareness campaign for London Irish, global campaigns for Aon, brand guidelines for LEGO, and full creative brand implementation for boutique estate agency, Mr and Mrs Clarke – and so much more!

Have you spotted any changes in the way that we approach design over the last 10 years—ways of thinking that have developed over that time? 

Massively, yes. Strategy was a very small part of what Pixeldot (the agency’s previous name) did back then. Seeing the shift to offer that strategy service, and having you come in and lead that charge, was really exciting. That shift changed how I think about design. The additional research that goes into our work makes what I do now feel much more valuable and integrated into the company’s ethos.

10 years is a long time, are there still things that you feel like you want to do better next time, or that you haven’t had a go at yet? 

I’m still passionate about print design, and there are a lot more considerations around how and what you print that has to be carefully thought through to meet sustainability best practices. Finding the answers to those challenges and working with clients to create the best outcome possible and bring their brand to life in a physical form is super exciting. If not print, it’s about transferring those skills into digital presentations and things clients use day-to-day.

As much as everyone hates the notion of a PowerPoint template, it’s a piece of work that many clients use day-to-day and can be the client’s most valuable asset (often it’s a PowerPoint deck that helps win deals!). PowerPoint is a place where the brand needs to be realised, as it’s a core part of many clients’ brand arsenals. It’s one of the things they are going to be using religiously, day in and day out, and can take on many purposes. Designing those is a continual pursuit of how to make that experience as engaging and locked down to the brand as possible. It’s kind of like the Swiss Army knife of their toolkit.

What’s been the most memorable moment from the last 10 years? 

It’s got to be going on The Apprentice. Being involved in that was such a fun experience. The filming was a very long day, and it was when we were in our office in Lewes. Myself, plus one of our other designers, took on a different team from the show. You’re told what they want to do, and you have to not comment or offer any opinions – which is a masterclass in biting your tongue. The team I worked with did exactly what you’d expect—and unfortunately, they lost. Jan was on hand throughout to make sure they weren’t breaching trademarks, but the whole thing was hilarious.

Any other moments that stand out? 

We’ve had the opportunity to do lots of team things, like going to Amsterdam for a long weekend. That was fantastic for team building and getting to go to a place I’d never been before. Also, getting to run the UnitedUs sports club for the team. Sport, in general, is a big passion of mine, so getting the team out trying different sporting activities and personally trying different sports has been really fun.

Is there a big lesson that you think you’ve learned over the last 10 years? 

Trusting your gut and just going with what feels right. But the biggest thing is how much I’ve learned from the team. The knowledge and way of working that team members have brought in have really made me feel focused on particular parts of design.

So maybe the big lesson over the 10 years is that you never stop learning. Each person has something new that you can pick up and absorb.

Exactly. Working with so many people over that time – they’ve all got their own specific skills and are real craftspeople in what they do. Learning from everyone has been fantastic, but ultimately, I’m still learning every single day, and that’s why I enjoy coming in and doing what I do.