Clifford comes to Sparkloop at an oblique angle. A postgraduate qualification in journalism led him into the world of print media after University, and lends his work today a unique insight into practical, accessible design that actually works for the end user.
His work in print leaned towards the subediting and layouts of magazines and newspapers: editorial design has strict rules that keep the reader foremost, rules that Clifford can now apply to his work at Sparkloop. With clients ranging from Amnesty International, BBC World Service Trust and Liberty, communication is still at the leading edge of his work.
Inspired by industrial design legend Dieter Rams, whose ‘Less, but better’ design approach sits comfortably with his own style, Clifford has focused on keeping his design flexible, but ultimately functional.
Though print projects still appear, the majority of Clifford’s expertise is now shown through online work – a medium he enthuses about.
“Websites are now close to product design in the way they work,” he explains. “It’s usability, not just a clever design, that matters. People like Apple have the same combination of design and functionality: it’s that simplicity, that clarity, which works.”
Clifford also manages our sister project, Social Spark, specialising in digital design and strategy for progressive campaigns.