Number 04 is the Utah based design office of Chris Mann, Davis Ngarupe and JP Haynie. They work in areas such as curation, brand identity, exhibition design and creative strategy with clients including Need Supply, Hypebeast and Nomia. We recently caught up with one of their Partners, JP Haynie, to talk about their studio and some of their work.
How did you guys come together to form Number 04?
We started designing and publishing books in early 2014, that Spring we had an exhibition at Studio-Shop in Los Angeles and that kind of kicked things off. Then in late 2015 we decided to do the studio full time.
What’s the idea behind the ‘flipped’ identity for Actual Source?
The identity for Actual Source comes from an exhibition we put on at the Utah Museum of Contemporary Art in 2015. For 6 months we made a process book, documenting all of our ideas for the show. After we were finished we printed the book, which ended up being over 1000 pages. The book was sculptural, but instead of showing the book itself, we made images and sculptures based on the physical form of the book. We liked the idea that looking at an image of a book can be more powerful than holding the book itself. Every thing in the show exists a few levels from its source material and is intended to be taken on its own, at face value. Leaving the viewer to question what is the actual piece? Is it the book? Is it the image of the book? The word ACTUAL being upside down is a typographic expression of those questions.
Your new visual direction for Hypebeast Magazine moves away from the minimal and high end look in favour of a raw and expressive approach. Why did you feel that was the way forward?
We actually think that it still feels high end while being expressive. We didn’t want the publication to feel precious like the previous versions were. We wanted it to feel more custom so we created a flexible system that had some constants but could change from feature to feature.
Sameness can become stale after 5 issues, we wanted people to buy every issue and get something that felt new every time.
What’s the coolest and weirdest things that have been submitted to the 'Draw' section at the bottom of your site?
Why does the identity of Shoplifters change with each issue?
That’s the fun part for us.
What inspires the visual approach each time?
It is inspired by the theme of the issue and the people in it. Issue 5 for example looks in part the way it does because of the typeface created for it by Dinamo. It is also inspired by different restraints and production methods we are interested in.
Do you have a project you are most proud of?
I think Actual Source is the project we are most proud of.
Are there any branding projects from around the world that you’ve particularly enjoyed recently?
Do you have any exciting plans for the rest of 2017?
We have a residency coming up at Otis College of Art and Design in July and we will be releasing Shoplifters Issue 6 at the NYABF in September.
What did you think of the interview?