Manchester-based graphic designer and director, Yousef Thami, is only 20 years old and already has a number one album under his arm

Singer-songwriter Michael Kiwanuka’s second studio album ‘Love and Hate’ reached number one in the official chart list on the 27th of July and has currently been in the top spot for four weeks. Quite the opposite of the typical ‘sophomore slump’. The Guardian claims the album is, “the work of an artist coming into his own.” This is also the case for the artist who designed the artwork. Manchester based graphic designer and director, Yousef Thami, is only 20 years old and already has a number one album under his arm, which isn’t bad going for a student.

From the title of the album to the two pieces of one heart in the design, duality is key to the whole package of this creative process.

This is also the case for both the music artist and the visual artist. The two of them are set on a journey that runs parallel towards personal goals, goals that are being met.

“I was keen to express [the idea of duality] with the two sides of the heart. I wanted to show that both love and hate are part of, and make up, the same heart,” Yousef explained from his ancestral home of Morocco. We had to do the the interview over email as Morocco’s telephone companies have substantial influence over the communications, Skype wasn’t an option and, unfortunately, neither was flying to Morocco!

Yousef instantly had a direct idea from reading the brief. “Usually, in a design pitch I put together a variety of ideas but on this occasion I submitted just the one piece because I felt so strongly about it,” he confirmed.

The only deliberation of the final design were the colour ways and enhancement of certain areas.

“Me, the label, Michael and his management worked together on over a hundred alternative colour schemes - some with tiny differences in comparison because it had to exactly right. Black and silver is the one we felt was strongest overall.” He has also worked on design campaigns for Sway and KSI. “Sway helped me massively by getting me a temporary contract with Island Records as a design consultant. This gave me confidence to pitch on more design projects that came my way,” he said.

I really love it. The site is simple, the submissions are vetted and the incredible CC team are available all the time to answer questions.

Creative Commission was the catalyst for these two meetings of minds. CC has helped many get their first significant design brief and Yousef is no different.

“CC has been the only place for me to pitch on promo briefs and has been a huge help in pitching for an array of exciting design projects. I really love it. The site is simple, the submissions are vetted and the incredible CC team are available all the time to answer questions. In addition there’s something for any type of creative,” he expressed.

Yousef’s journey has been a “continuous surreal experience.” Specifically, Love and Hate going to Number One.

“I’ve seen it on the front page of iTunes, Spotify and in real world stores and to me it just looks very familiar. I forget I actually put it together and it's a hugely humbling experience. I feel very lucky to be part of such a great album,” he concluded.

As well as a graphic designer, Yousef is also a director of music videos and short films. His modest portfolio doesn't quite compare to his latest success, but that isn't a derogatory swipe, a number one is a number one.

One such short film is entitled 'Headless: The Ed Shales Story’. This small feature tells the story of Ed Shales whose head disconnects from his body in a freak accident. Ed’s optimism to keep his life normal and on tracks, see’s him drinking in the pub with friends. Nathan McMullen (Misfits, Doctor Who) and Andrew Ellis (This Is England) star in the short. All the while clever camera work and trickery allows Ed to live his life - quite literally - with his head in his hands.

A lot of Yousef’s work employs digital manipulation through duplication and repetition via his interest in motion control technology and visual effects. These techniques are utilised in the music video ‘Five More Days’ for JP Cooper. “This video was planned to involve a significant amount of subtle and obvious repetition visual effects,” he illuminated. The video ‘New Home’ for indie outfit The Bay Rays, “was much more spontaneous,” he clarified. Visual effects and music are the bridge between moving image and graphic design for Yousef. His reasons for doing both is the “creative freedom they allow.”

Like the duality mentioned above, this is also the case for Yousef’s thoughts between graphic design and the moving image. Although his first interest was in music and graphic design, his first professional success came in the music video world.

I prefer the music video world because I like telling stories and putting together visuals to music

“Design is more financially stable and means I’m only relying on my skills and creativity to deliver a product. On the other hand, I prefer the music video world because I like telling stories and putting together visuals to music,” he said. Yousef cites directors Daniels, Ninian Doff and Nabil Elderkin as inspirations that motivated him “substantially”. With Kanye West’s ‘My Beautiful Twisted Dark Fantasy’ artwork designed by George Condo as another particular incentive.

It can be a particularly tough starting out as a designer or director, but Yousef is living proof that all it needs is one break and it can make your professional career soar. Prior to this brief he had been rejected over 150 times. He re-evaluated his method and realised his style didn't match briefs he was pitching for.

His advice for young creatives starting out is to “make what you want to see; whatever your style, you will stand out, get noticed eventually and start making money doing what you love.” It can be incredibly disheartening to not hear back from a commissioner but a lot of the time it comes down to luck.

“Treatments of any kind go through a bunch of people; the commissioner, product managers, the artists management, the artist, the artists friends even. There’s a lot of thoughts and opinions thrown around before a decision is made. Eventually you’ll get your break. I should really take my own advice!”