SEA at 30: Bryan Edmondson on design built to last

Creative Boom: SEA turns 30 with a new anniversary book celebrating design that lasts The London studio is marking three decades with a gorgeous silver-edged book and a party with industry friends. We chat with founder Bryan Edmondson about hard work, relationships built to last and why he wishes he could be starting again today. In 1996, the year Manchester United won the FA Premier League and the Spice Girls released Wannabe, SEA set up shop in Bermondsey.

The London design studio, founded by Bryan Edmondson, is celebrating its 30th anniversary with a new book and a gathering of friends and collaborators from across the industry. Marking such milestones has become a habit for the London design studio. It did the same for its 10th and 20th anniversaries, so SEA 30 continues its tradition of taking stock every decade. The silver-edged volume brings together highlights of its visual identity work in a 304-page hardback, limited to 300 numbered copies. I've got one on its way in the post. "Do you have a favourite number?" Bryan asks during our fun Zoom call.

"53," I replied, reason being it's the year my parents were born. Designed and edited by SEA, the book is printed by TEAM and case-bound by Diamond, using paper from G.F. Smith. The book's description reads: "Now, as we reflect on three decades of SEA, the themes at the heart of what we do haven't changed very much; our love for what we do is undiminished, and our appetite to create outstanding work is stronger than ever. We're driven by solving problems through intelligent strategy and distinct, beautifully executed design." The celebrations also saw a sizeable gathering of industry pals at The Crypt in Clerkenwell.

"There were quite a few older designers who worked with us all those years ago," Bryan recalls. I bet they all have stories. Bryan found himself on the receiving end of some harsh but affectionate roasting, not least from photographer Rankin, whose "brutal" speech (so says Bryan) had people not knowing where to look or whether it was appropriate to laugh along. The evening, he tells me, continued at the pub next door until closing. I was invited but sadly couldn't make it. From what I hear, things got a little messy, in the best possible way. Naturally, I couldn't resist getting in touch with Alan Dye of NB Studio fame.

He's currently having a jolly around South Korea with friends. I asked him for some dirt on Bryan. He sent this: "It was the last century. 1992, to be precise. Bryan and I had just started at Roundel Design Group. Britain was in recession, and we were both grateful to have jobs, especially at Roundel, who were famous and flying high at the time. "I had long black hair, white Levi 501s and, probably, a black polo neck. I was perched on a high stool with my back to the door when I heard a loud, cheeky northern voice. 'Hello chuck, what's your name?' I turned around. 'Alright, Bryan.' "We've been friends ever since.

We started our own studios at roughly the same time, pitched against each other, confided in each other, celebrated the highs, survived the lows and generally grew up together in this beautiful, crazy industry. "We've always admired each other's work, though never without some merciless piss-taking. Through it all, Bryan has been there. His work has consistently shone, his enthusiasm has never dimmed, and I'm going to stop there... Love you, chuck." SEA 30 party at The Crypt. Photography by Ryan Jones SEA 30 party at The Crypt. Photography by Ryan Jones Well, that was a treat. Thank you, Alan. As you were. Moving on...

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The article discusses a notable design studio's long-term approach, which is significant for the industry, offers some new insights on client relationships, and is highly relevant to brand strategists seeking to create enduring designs.