Web and publishing designer Ned Hoste, through his most frequently asked questions…

Q: Let’s start at the beginning. When did you first discover your aptitude and love for design?

A: I was very young when I started, beginning my first design business at just 14 years old by producing pen and ink illustrations of people’s houses. By 15, I was already designing professionally, creating covers for a national puzzle magazine. It was an early indication that design wasn’t just a hobby.

Q: What drives you after 40+ years in the industry?

A: Nothing beats the feeling of walking into a shop or browsing online and seeing a website or a book cover of mine. That thrill has never gone away. Even after designing over 4,000 book covers, more than 250 complete books and countless websites, that excitement of seeing a creative vision come to life and connect with people remains as strong as ever.

 

Q: Can you walk us through your career journey?

A: My career really took off after Liz Laczynska, Art Director at Sphere Books, took a risk on me. She needed a designer with at least three years’ experience. I was fresh out of art college, yet she gave me a job and I began working in-house on covers, publicity and exhibition stands for the London and Frankfurt Book fairs. When Sphere was taken over by Penguin, I was headhunted, taking up a role as a senior designer and studio manager at a publishing design agency. The real turning point came when I took the leap to go freelance and established my own company, 2H Design.

 

Q: Your client list is impressive. Who are some of the notable publishers and authors you’ve worked with?

A: I’ve been fortunate to work with some incredible names in publishing. My clients include major publishers like Random House Group, Chatto & Windus, Hamish Hamilton, Jonathan Cape, Hachette Group, and Dorling Kindersley. I’ve also worked with fascinating individual authors like Rod Gordon of The Tunnels series, bushcraft expert Ray Mears, The Rolling Stones’ tribute to Ian Stuart, Stu, and many independent authors who’ve become bestsellers.

 

Q: How did The Big Ideas Collective come about?

A: In 2007, I had an idea to bring together a team of highly experienced and skilled creatives to offer organisations a more affordable way to access great design with added sustainability, flexibility, and creativity in their branding and communications. Joined by copywriter and author Jacky Fitt as Co-founder and Co-director, together we developed The Big Ideas Collective’s unique services. We built The Big Ideas Library on my publishing experience, and I’m proud that we’ve published several bestselling titles and helped a number of independent authors make their dreams of publishing a book a reality.

 

Q: You’re not just a designer – you’re also an educator and speaker. Tell us about that side of your work.

A: Teaching and speaking have become increasingly important to me. I’ve spoken at the Goldman Sachs 10K Small Business Programme and York St John University Business School about design, communication, and the decisions we make when setting up a business. I’ve been a key speaker at UK literary festivals, discussing my career in publishing and the world of independent publishing. From 2016 to 2018, I ran creativity workshops at TEDxVitoriaGasteiz in Spain, and I enjoy being invited to conduct schools workshops and other lectures.

 

Q: What’s one of your most recent educational endeavours?

A: In 2023/4, I led a series of three workshops on creativity and communication for 4th Year medical students at Exeter University. It’s fascinating to help future doctors understand how the skills needed for effective visual communication can enhance their practice and help build patient relationships.

 

Q: What recognition have you received for your work?

A: I am a Fellow of the Royal Society for the Arts, Manufacturers and Commerce, also an Institute of Leadership and Management endorsed trainer, which reflects my commitment to sharing knowledge and developing others in the industry.

 

Q: You’ve recently made the transition from designing books to writing them. Tell us about your debut novel, The Antiquarian.

A: It’s been an incredible journey going from the visual side of storytelling to the written word. The Antiquarian is my first novel and the debut book in the Barton & Brooks mystery series. Set in the heart of historic Exeter, it follows Detective Inspector Whipton Barton as he investigates the mysterious death of Dr Evelyn Merton, a brilliant historian found dead in the Cathedral’s Chapter House. As someone who’s lived and worked in this area off and on over the years, I wanted to capture the atmosphere and history of Devon in a gripping cosy mystery.

 

Q: What inspired you to write a detective series set in Exeter?

A: The series is based in and around Topsham and Exeter in Devon, where I live, and this made the location research much easier! I came up with the names of my two detectives, Whipton Barton and Saxon Brooks, during a discussion with my daughter some time before I began writing the first story, which is based around my fascination with history. With all the different characters, both good and bad traits emerge – these can be deadly forces especially when obsession and betrayal come into play. There’s also Pip, Barton’s Golden Retriever, who sometimes digs up vital clues! The setting allows me to explore the rich history and beautiful landscape I know so well.

 

Q: How has your design background influenced your writing?

A: My decades of working with authors and understanding story structure through book design have been invaluable. I approach writing with the same attention to detail and understanding of pacing that I’ve developed through working in publishing. The visual storytelling skills translate beautifully into the written narrative.

 

Q: What’s next for the Barton & Brooks series?

A: The second book is well underway and coming in late 2025. Readers will get to know the recurring characters better, and there are plenty more mysteries to solve in historic Devon. The response has been wonderful – one reader said they “finished the book in one day” and, “loved being able to relate to the area.”

Q: Where can people find The Antiquarian?

A: It’s available in multiple formats – you can get it directly from The Big Ideas Collective, on Apple Books, Kindle, Kobo, and as a print-on-demand book worldwide through Amazon. There’s also a Goodreads page where readers can connect and share their thoughts. I’m excited to announce that an audiobook version is coming in September.

 

Q: You’ve witnessed massive changes in the publishing industry. Is it hard to keep up with?

A: The key has been staying curious and adaptable. From traditional print design to digital formats, from in-house publishing to independent authors – I’ve embraced each change as an opportunity to learn and grow. It’s about understanding that good design and good storytelling remain constant, even as the methods of delivery evolve. For me, the technological changes don’t alter the basic requirement for a good idea and a creative approach for the best results. 

 

Q: What advice would you give to aspiring designers or authors?

A: Start early, be persistent, and never lose that sense of wonder when you see your work in the wild. Whether you’re designing or writing, remember that you’re creating something that will live in someone’s hands, on their shelf, and in their memory. That’s a responsibility and a privilege that should never be taken lightly.

 

Q: Where can people learn more about your work?

A: You can read my publishing blog How to Design a Book and Other Stories, where I share insights from my four decades in the industry. You can also find Paperback and connect with us through The Big Ideas Collective for any creative communications needs.

 

Q: Looking back on 40+ years in design and now as a published author, what are you most proud of?

A: Beyond the numbers – the thousands of covers and hundreds of books I’ve designed – I’m most proud of the relationships I’ve built and the dreams I’ve helped realise for business owners, authors and entrepreneurs. Now, as an author myself, I understand even more deeply what it means to see your creative vision come to life. Whether it’s designing a cover or crafting a mystery that keeps readers engaged, it’s about creating something that connects with people and becomes part of their lives.