Ask the Expert

Photo of Dan


Dan Williams
Job title: Graphic Designer


Dan is our in-house Graphic Designer and a lover of cheese. We asked Dan all things design to get some insight into his design toolkit and top tips!


What’s a day like in the life of a graphic designer?

Awesome! I’m living the dream, doing what I love every day, getting to be creative and making decisions that sculpt the face of global businesses.


What’s in your graphic design toolkit?

The Adobe Suite is any designers best friend including Photoshop, Illustrator, InDesign and XD. I keep various design resources in my toolkit like fonts, icons, infographics, patterns and textures that can be used on suitable projects.


Where does your inspiration come from when completing a project?

Inspiration can come from anywhere. Whether it’s from walking down the street and seeing interesting signage in a shop, to analysing the menu in a restaurant (you can’t switch off a graphic designers mind!). I collect a digital scrapbook of stuff I love and use elements from here within my own designs – whether it is a branding or website project. I tend to use Pinterest and awwwards before starting a project to mood board ideas and develop the style and tone of voice in which the project requires.


What would be your top tips for DIY graphic design?

Don’t do DIY graphic design – go to a professional! Avoid comic sans and rainbow gradients…


Why is ‘good’ Graphic Design important to all businesses?

Design dictates the face of your business and is critical to your reputation. Purchases are often emotional and that involves a customer falling in love with your brand and look. Looking amateur through a poor looking website, brochure or bad user experience has consequences and could cause the loss of a client!


What’s your favourite project to date?

There’s a few to choose from including the software design of FluidTrend; whereby I was part of the team that digitally transformed Houghton’s business globally. From initial meeting scoping out the needs of the software 6 months ago, and all of the hard work building the software to presenting the portal on a touch screen at the recent SECO Inspiration Through Innovation event. We received incredible feedback from Houghton’s clients, which was an amazing feeling!

But, in terms of creative design, my favourite has to be our recent rebrand of Pro-GreenMX, who produce cleaning products and accessories, predominantly in the motocross industry. They’re about to break into global markets across USA and Europe, so being part of the journey with them was amazing.  It was refreshing to take a break from the world of designing for corporate clients and really let rip with an edgy, uber-creative, grungey look across all areas of their company. Including spanking new labels for their products, a stunning website, the design of their exhibition stand and countless other things!


We are using cookies to give you the best experience on our website.
You can find out more about which cookies we are using or switch them off in settings.