Interview with Sabine Coulson

Coulson Concept Jamaica: An Interview with Principal Designer Sabine Coulson

In this exclusive interview, Sabine Coulson, Principal Designer and Founder of Coulson Concept Jamaica (CCJ Studios), opens up about the inspiration behind the creation of her brand. She shares her journey from breaking stereotypes about Jamaica to using design as a tool for cultural, social, and political expression. Sabine also explains her passion for research, her transition to becoming a print and cover art designer, and why Jamaica remains the ongoing concept that drives her work.

Sabine Coulson, Principle Designer and Founder of Coulson Concept Jamaica [CCJ Studios]

Interviewer: Sabine, thank you for joining us today. Coulson Concept Jamaica has made such a unique mark in the design world. What inspired you to create CCJ Studios?

Sabine Coulson (SC): Thank you for having me! The inspiration for CCJ Studios came from a desire to break the stereotypes often associated with Jamaica. I wanted to create a brand that goes beyond the typical portrayals of the island, offering a deeper, more nuanced view of Jamaican culture. CCJ Studios is about telling stories — real stories that reflect the social, political, and economic landscapes of Jamaica.

The idea behind our prints and journals is to empower individuals to tell their own stories. We provide a canvas, in the form of beautiful, hand-crafted prints, for people to document their thoughts, reflections, and experiences. This is how I wanted CCJ Studios to stand out — as a brand that encourages introspection and fosters a deeper connection with Jamaica's rich cultural heritage.

Interviewer: Research plays a significant role in your design process. How important is it to you as a designer?

Sabine Coulson (SC): Research is absolutely vital to everything I do as a designer. To represent a culture authentically, you must first understand its nuances, its history, and the complexities of its people. For me, it’s not just about creating aesthetically pleasing designs; it’s about embedding meaning and context into everything I create.

Before starting any project, I immerse myself in research. This might involve reading books, visiting historical sites, speaking with locals, or even analyzing current events. It’s about understanding the socio-political climate and how it shapes the culture. This knowledge helps me to create designs that are not only visually engaging but also deeply rooted in the cultural and historical fabric of Jamaica.

Interviewer: You’ve transitioned from various forms of design into print and cover art design. How did that shift happen for you?

Sabine Coulson (SC): The transition to print and cover art design was a natural evolution of my journey as a designer. Initially, I worked on a variety of projects, but as I got deeper into my practice, I realized the power of prints as a medium for storytelling. Print design allows me to engage with a wider audience, and it gives me the opportunity to merge traditional Jamaican art and modern design.

Cover art, specifically, allows me to tell a story in a single image, which is incredibly exciting. Whether it’s a book, a journal, or an album cover, I see each project as an opportunity to encapsulate the essence of the subject and reflect the narrative visually. It’s also an opportunity to make a statement, to add context to the written word, and to elevate the entire experience of the viewer.

Interviewer: Jamaica seems to be a continuous concept in your work. Why is Jamaica so central to your designs?

Sabine Coulson (SC): Jamaica is my ongoing concept because it’s my home, and it’s a place of endless inspiration. The complexities, beauty, and contradictions of Jamaica fuel my creative process. It’s a land of rich history and culture, but also of great struggles and resilience. As a designer, I feel a deep responsibility to honor that history and reflect it in my work.

Jamaica is often seen through a lens of tourism, reggae music, and beaches, but there’s so much more beneath the surface. The social, political, and economic aspects of the country are just as important, and I want to use design to shed light on these facets. Whether it’s the history of the Maroons, the influence of reggae and dancehall, or the realities of life on the island, Jamaica’s complexity gives me endless material to explore.

Interviewer: What do you hope people take away from your work at CCJ Studios?

Sabine Coulson (SC): My hope is that people leave with a deeper understanding of Jamaica, not just the tourist version of it, but the real, multifaceted Jamaica. I want my designs to spark curiosity and encourage people to learn more about the island’s culture, history, and people. Through our prints, journals, and cover art, I want to create a space for reflection and self-expression.

“Ultimately, I want people to feel connected — to Jamaica, to each other, and to the stories that have shaped us. If my work can make someone feel empowered to tell their own story or to look at Jamaica from a different perspective, then I’ve accomplished my goal.”