“I like to create a rhythm within the elements – whether they’re illustrations, shapes or colour, flow is really important. As I create repeat swatches it’s integral to test and re-work the swatch so that you can tile it seamlessly without seeing an obvious edge. I start at the edges of the tiles then fill the centre once I know it works. It’s also a lot easier to start in black-and-white until you have the perfect layout, then introduce colour slowly, while testing.”
A British graphic designer and illustrator, Claire Hartley specializes in brand identity, print and packaging. She works with independent lifestyle brands — from ceramics to cider, and fashion to fragrance.