2 Minutes With … Clinton Clarke, Digital Creative Director at Siegel+Gale

On AARP's brand refresh, Creative Confidence Podcast, and Patrik Hübner's design innovations

As digital creative director at Siegel+Gale, Clinton Clarke focuses on the intersection of brand and digital. He maintains an equal depth of expertise and a holistic view of these two inextricably linked worlds.

We spent two minutes with Clinton to learn more about his background, his creative inspirations, and recent work he's admired.


Clinton, tell us...

Where you grew up, and where you live now.

I grew up in a suburban township in North Jersey. I now live about 20 min away, in another suburban town in North Jersey.

How you first realized you were creative.

Everyone is creative. You just need to find your outlet. For me, it was the need to create a fuller story when I would play as a kid. I always made companion materials for all my play scenarios—maps, ID cards, supply packs, posters, etc. Stuff that gave dimension to the core play.

A person you idolized creatively early on.

My mom. She was a teacher and made a lot of her own materials for class.

A moment from high school or college that changed your life.

It was when my commercial art teacher recommended that I look into a summer graphic design program. Fun fact: That same teacher also taught my father, my mother and eventually my younger brother. So, his suggestion carried a lot of weight.

A visual artist or band/musician you admire.

I admire the British street artist Banksy. How does he do it?

A book, movie, TV show or podcast you recently found inspiring.

The Netflix series Ozark reminds me just how complicated people are.

Your favorite fictional character.

Right now, it's Marty Byrde from Ozark.

Someone or something worth following in social media.

I really enjoy listening to the Creative Confidence Podcast from IDEO U, hosted by Coe Leta Stafford and Suzanne Gibbs Howard. My favorite episode is "Why Leadership Is Not About Having All the Answers." You can listen and subscribe on Apple Podcasts, SoundCloud and Spotify.

How Covid-19 changed your life, personally or professionally.

Working remotely enabled me to see my kids before they go to bed.

One of your favorite creative projects you've ever worked on.

One of my favorite projects was the AARP brand identity I worked on early in my career. It became a favorite again after Siegel+Gale partnered with the nonprofit organization in 2019 on a brand refresh. The original logo from 2006 remained, and an entirely new, modern system was built around it. It's a great case of designing for longevity and allowing the flexibility to adapt and evolve over time.

A recent project you're proud of.

A recent project that is a favorite is actually still underway. I'm working on a new identity for a major healthcare brand. It's my current favorite project because it's become a great example of how to approach modern brand identity. We are designing the identity as a system that will support an ever-expanding array of brand experiences. We have a clear idea of audiences and their contexts, and we're taking a deep look at how the identity will live in digital brand experiences. Lastly, we're looking at the role of motion throughout and exploring how the brand can move.

Someone else's work that inspired you years ago.

Bill Cahan and Associates! That was my first exposure to design firms fully immersed in a client's business to dig deep for storytelling opportunities. It completely inspired how I think about storytelling, understanding my clients and subject matter and how significant brand voice is to design.

Someone else's work you admired lately.

Patrik Hübner, Generative Design. I'm currently enamored with how Patrik blends creative coding with creative direction to create systems of generative brand experiences.

Your main strength as a creative person.

Empathy.

Your biggest weakness.

My OCD.

One thing that always makes you happy.

My kids.

One thing that always makes you sad.

My crypto investments.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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Jessica MacAulay
Jessica MacAulay is a senior broadcast journalism student at the University of Colorado Boulder and a contributor to Muse by Clio.

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