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As Creative Director at Samsung for 14 years, Clive was instrumental in promoting European sensibilities within an Asian culture, expanding the studio from purely ID to an advanced UX innovation research consultancy.

Clive joined us in February 2022, as part of our IMAGINE Series for a light-hearted look at two decades of mucking about in design, including:

  • what cultural drivers create rifts between design teams and headquarters and how can these be streamlined?
  • how to translate European consumer interests into concrete business principles ensuring multi-level communication?
  • can one size fit all? 

There were some nice anecdotes that explain high-context or low-context cultures and how they can work effectively together, for example:

  • 'In the West if the shoes don’t fit, buy bigger shoes’; ‘in the East you should cut your toes off to fit’.
  • ‘In the West we look above the parapet’; ‘In the East you are likely to be shot down’.

In brief - communication or lack of is the key. Big successes have come from markets where the consumer psyche is read every day and the marketing model adjusted every day in response.

We recorded the event and you can watch it here:


As Creative Director at The Imagination Factory, Tris and the ID team use 'form as a function' to create appropriate Visual Identities for the products that we’re asked to design.

He has an interest in using Design strategically, getting under the hood of Value Propositions and unpicking Business Models. Having originally studied Automotive Design, he’s happy designing anything.

The IMAGINE SERIES of open events, organised by our team at The Imagination Factory, is an opportunity for us to introduce some of the fascinating people we've met over the years to a wider audience. We hope you will leave enlightened by an inspiring perspective or new way of facing design challenges.

WATCH OTHERS + read articles written by the team here.


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