Meet the Whippets: Daniel Clatworthy, Senior Designer

We chatted with Daniel Clatworthy, Senior Designer at Whippet, to explore his path to becoming a designer, his creative process, and what fuels his inspiration. He shares how he found his way into graphic design, offers an honest take on trends, and discusses how AI is changing the game (for better or worse).

Q: Tell us about your career journey. What led you to pursue design?

A: I think I fell into design more than I actively pursued it. I had always been told I was good at drawing – but it was in high school, where I was introduced to abstraction and conceptual art, that my thinking broadened. The other subject I was really interested in was German. In fact, I thought that's what I wanted to eventually study at university, so I took it as an A-level. I knew I still wanted to study a creative subject too, so I ended up choosing Graphic Design. I couldn't tell you exactly what called out to me – but I'm glad it did. I quickly realised it was the right fit, and it soon replaced German as the subject I wanted to go on to study at uni.

Q: Do you think there’s a link between your love for languages and your interest in graphic design?

A: Absolutely. I think my love for typography and the alphabet comes from that connection. Letters are pure communication design. The fact that you can communicate a message without being there to explain it is powerful. It’s a design that speaks for itself, and that’s fascinating.

Daniel Clatworthy

Q: What do you consider the most crucial aspect of the design process, especially when juggling multiple projects?

A: Flexibility is key. Working on diverse projects as part of a bigger team forces you to stay adaptable. But one thing that’s remained constant is taking the time to gather inspiration. It’s essential, even with tight deadlines. The creative fuel you get from taking even a bit of time to get inspired, and reminding yourself that you do what you do because you appreciate its value, saves time in the long run and often leads to better design outcomes.

Q: Are there any creative hacks that help streamline your design process or spark new ideas?

A: Always refer to the brief, but don’t expect to find all your answers there. If I was stuck in a creative rut, one of my tutors used to say, "Make it bigger or smaller," and it’s so true. Playing with scale can unlock new directions. If you’re stuck, do something disruptive. It either leads to a breakthrough or reassures you that you’re already on the right track.

"If you’re stuck, do something disruptive. It either leads to a breakthrough or reassures you that you’re already on the right track"

Q: How do you stay ahead of design trends, and what’s shaping the industry right now?

A: I have a bit of a love-hate relationship with trends. If something’s trendy, it means someone’s already done it. That said, in design, trends are inevitable. It’s our job to optimise them and avoid clichés. At Whippet, we work on projects with many different requirements – some tap into current trends for immediate impact, while others need a more timeless quality. It’s all about balancing what’s trendy with what’s lasting.

Q: Can you think of any brands that have nailed current trends while staying true to their identity?

A: Rains comes to mind. They used to be a functional Scandi brand, but they’ve leaned into more conceptual, fashion-forward trends lately. Their stores and photoshoots now have a bit of that Balenciaga vibe, which works because it broadens their appeal. Fashion, of course, thrives on trends, so for Rains, it makes sense.

Rains

Q: How do you balance your creative vision with client expectations, especially if they clash?

A: Clients have insights that go beyond the design – there’s usually a business case behind their decisions. It helps when they can explain the rationale, not just preferences like, "I don’t like blue." If feedback is rooted in personal taste, it’s important to push back a little and figure out if it’s that specific shade or if there’s more to it. After all, what triggers that negative reaction for one person might be the element that really appeals to someone else – and possibly the target audience.

"Clients have insights that go beyond the design – there’s usually a business case behind their decisions"

Q: What role does collaboration play in your creative process?

A: Collaboration is everything. Working alongside other designers and creatives means it’s so easy to grab someone for quick feedback. That split-second reaction is key because that’s how customers experience our work – they glance at it for a few seconds, and those moments determine whether they engage or not. So, collaboration helps us fine-tune those critical first impressions.

Q: As a designer, how do you separate yourself from your work and see it through the eyes of the customer?

A: It’s important to step out of the design bubble. We go into retail environments to see where our designs live. Seeing your work in-store versus on a screen or in a client presentation is completely different. The real-world environment is visually demanding, with so many messages fighting for attention, so understanding that helps shift your perspective from the designer’s to the customer’s.

Daniel Clatworthy

Q: Where do you find inspiration? Any unexpected places or activities that fuel your creativity?

A: Art galleries – both big and small – are a treasure trove of visual stimulation. I’d encourage everyone to drop into one whenever you're nearby. And not just in London or the big cities – every town has a gallery of some sort, and it's crucial we don't lose them. You never know what you’re going to see, and you don’t have to like everything. I’m also into textile art like weaving, knitting, and crocheting. There’s something about working with your hands that’s so different from digital design. It forces me to slow down, which has been surprisingly helpful in sparking new ideas.

Q: How has technology, particularly AI and automation, influenced your design process?

A: AI is making its way into the design world, but I’m cautious about it. I've used it for practical things like extending backgrounds or removing objects from images, but it still feels a little half-baked in many ways. I have seen AI used to great effect, but at the moment it's such a buzzword – cropping up in applications that didn't necessarily require it – so it's difficult to judge its lasting value. I'll have to let the dust settle on this one a bit first. That said, for brands looking to leverage AI, make sure you have someone who knows how to use it effectively.

Q: What’s one recent project you’re especially proud of, and why?

A: I’d have to say the new coffee brand we launched for M&S Café, Roast & Ritual. I'm really into coffee, so I had a good understanding of the culture. Plus, it was a new product development which requires you to really flex your creativity because there are no existing assets to draw from. The client was open, and every direction we explored was exciting. It was one of those unicorn projects that just clicked from start to finish.

Whippet

Q: Looking back, what advice would you give to your younger self or someone just starting in design?

A: I had a project in university where I wanted to remove a line from one of Shakespeare's sonnets to better fit the space, and my tutor said to me, “Who are you to change Shakespeare?” That really stuck with me. It reminds me to work with what I’ve got and not try to change things just because they’re challenging at first. So, my advice would be: when you hit a roadblock, don’t look for shortcuts. Embrace the challenge and make it work. Because, who are you to change Shakespeare?