Get to Know Twelve North – Creative Director, Amy Jose

We recently welcomed Amy Jose to the Twelve North Team. Amy serves as our Creative Director and we’re so excited to have her! We sat down with Amy to ask her some questions to help you get to know her better (she loved it). Here’s what Amy had to say:

Favorite LA (Maine) restaurant:

Lilly keeps Amy creative.

This is hard because I love Mac’s but… Davinci’s has those garlic knots.

Best book you’ve read in the last year:

I’m more of an audiobook type of person because I can listen while I drive, run or walk, cook, etc. so I count listening as “reading”

I have two for this year.

Untamed, Glennon Doyle: This book is an amazingly well-crafted combination of fierce and gentle and is packed full of lessons that Glennon has learned and their big picture meanings. It’s obviously not a secret that we are all guilty of paying too much attention to what others think of us, which can sometimes put us in a cage and restrict us from reaching our full potential or who we hope to become. It sounds cheesy but there are times I apply Glennon’s words to real-life decisions I have to make and am thankful for her!

One Life, Megan Rapinoe: Most people have heard of Megan Rapinoe now for one reason or another. I loved listening to her tell her story from her own point of view, challenges she has overcome, and I have tremendous respect for the way she has used her platform to speak out about who she is and what she believes in.

Go-to podcast:

I have two:

Just Women’s Sports because I’m obsessed with women creating more space for themselves in the sports industry. The host, Kelly O’Hara, has been a part of the US Women’s National Soccer Team for over ten years, which is arguably among the women’s sports teams making the biggest impact on pay equality and growth of women in sports. I love listening to these athletes talk about what’s contributed to their success in sports and life.

Laughter Permitted for similar supporting-women’s-sports reasons but the interview style is different and doesn’t always focus as heavily on their sports journeys, it’s super candid and fun. AND it’s hosted by Julie Foudy who was part of the legendary 1999 US Women’s National Team World Cup win.

How do yodog in maineu like to spend your lunch hour?
Walking or running with Lilly (my dog), I’ve found getting outside for a few in the middle of the day is life changing. We’re lucky enough to currently live a quarter mile from the lot we have access to on the lake, so when it’s warm, I can run down there long enough for her to take a quick swim and get some exercise!

Fav morning beverage: Fizzy water     

Fav evening beverage: Tito’s vodka and soda water

What one word comes to mind when you think about your dog?


Fav place to travel:

Anywhere I can bring my dog and my family, get outdoors to explore and do activities, and be surrounded by not a lot of other humans (or bugs).

dog on beach

What did you miss most in the 2020? 

Two things mainly… In addition to COVID challenges, I went back to school for my master’s which dragged me geographically away from many of my friends – My best friend has 3-year-old twin boys who grow so much every day and I previously got to see a lot, so I feel like I missed an entire year of their life and they have grown so much! And second, I missed the ability to hop on a plane and fly to another corner of the country to see my brother or extended family. I don’t know that I’ve ever stayed in Maine for this long of a period (for which I feel very fortunate)!

Talk to us about the process of choosing the perfect color palette for a brand:

Colors are so fun and powerful! The colors can be among the first parts of a brand that customers perceive, they trigger emotion, and studies show that colors often impact buying decisions!

Before selecting colors, it’s important to determine the brand values, personality of the brand, and attributes that the brand hopes to exude. Color psychology says that all colors have different meanings, but the meanings to everyone may vary based on personal preferences and experiences. Researching competitors in the same industry can be helpful just to be aware of the colors they use.

Then we can break it down into the colors that represent the brand’s core values and find inspiration for a mood board – a collage of visual assets that are representative of the brand (photos, patterns, colors, typography, etc.). We can draw colors from the mood board and consider characteristics of them such as: warm vs cool, think reds and oranges vs blues and greens, or bold vs muted. We will look at colors that are either complementary (high contrast – orange and blue), analogous (same side of the color wheel, so go together naturally – yellow and orange), or monochromatic (shades of the same color – navy blue, royal, sky blue, and so on). And we can try them out on branded materials to see what works best. Almost always we will include a neutral color (the perfect shade of gray, beige, brown, black, white, or some combination) and then consider what works well with that color.

The process can always vary depending on any number of factors, such as the industry or brand messaging. Once colors are finalized, they will be used together on all branded materials across any print and digital platforms to start creating a cohesive, recognizable look for the brand.

What do you love about building the visual identity for a brand?

Well, first, I love the process because you get to create a whole entire look to tell a brand’s story. How satisfying is that?!

The visual identity contributes heavily to brand recognition and how people feel about a brand. It helps your brand stand out from your competition. Think about how many different brands you see in a day, just from where you are right now, you might see a brand of computer, pen, drink, shoe, snack, car, a magazine or newspaper ad, an email ad, a digital ad on the side of your browser, etc. – these might not be brands that are your direct competitors, but the point is, in a brand-oversaturated world, your brand making a more-awesome-than-competitors impact is super important!

I love designing because the visual identity builds a foundation for the brand to grow. How many times do you choose an item over another comparable item because the packaging was cooler, or it had better colors? Your audience will buy products and services they connect to, so it makes sense if we build a visual identity based on general preferences of the target audience. Inspiration for a visual identity can come constantly and from everywhere! I’m always learning – so applying random inspiration to create unique visuals to represent a brand that will evoke specific feelings and emotions from an audience is very intriguing. I’ve always loved colors, doodles, drawing, and any art so gathering inspiration constantly and being able to apply it to help a client’s brand develop is just FUN.

pantone color pallet - Twelve North Agency Creative Director