IAIN CLARIDGE
Creative Direction · User Experience & Interaction · Visual Design · Brand Identity · Content Design
Areas of expertise
BRAND & IDENTITY DESIGN
↳ Visual identities
↳ Brand design systems
↳ Brochures & print collaterals
↳ Packaging design
EXPERIENCE DESIGN
↳ Digital product / web design
↳ Digital design systems
↳ Ecommerce design
↳ Physical spaces & retail
↳ Experience & service design
"Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity."
— Charles Mingus
My approach
A designer comfortable with code and with no allegiance to any particular medium or method, my skill set spans the intersection of technology and design.
Originally from an engineering background and possessed with a life-long passion for design and detail, I combine systematic pattern thinking with a designer's eye for fit and finish and an empathy for the needs of business owners and their users – using conversation and discovery to define goals and guide authentic, insight-driven direction.
My approach is one of reduction, simplicity, elegance and clarity. The objective – to create contextually appropriate, engaging and useful content-driven design solutions with purpose, function and users at the heart of the design process.
Values + ethos
Technology and tool agnostic, my philosophy is to always keep on learning and be open to new ideas, technologies, skills and experiences. Consequently I prefer to draw reference and inspiration from not only the world of branding and digital product design but also a myriad of other sources – everything from arts & crafts to architecture and industrial design.
Grounded upon the principles of the Bauhaus, I believe that a lot can be learned from traditional handcrafts like woodworking, metalworking and ceramics. By avoiding the "faux", adopting the principle of truth to function and materials and by removing anything that's not solving the problem, inherent beauty and functionality is revealed.
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