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Clarity over cleverness
If the message takes more than three seconds to read, the design isn't doing its job. I prioritize visual hierarchy and strong contrast so the work communicates immediately.
My name is Eric Cruces and I reside in sunny Southern California. I've been designing for over a decade, continuously honing my craft and exploring new visual boundaries across brand, web, and illustration.
Three principles that guide the way I work: whether it's a logo, a website, or an illustration set.
If the message takes more than three seconds to read, the design isn't doing its job. I prioritize visual hierarchy and strong contrast so the work communicates immediately.
Confidence comes from the brave choices you don't make. A single signature color, two typefaces, and disciplined whitespace beat a busy palette every time.
Every brand system I deliver is documented as tokens — colors, type, spacing, motion. So the work survives whoever picks it up after me.
From print collateral to production-ready web layouts.
Selected milestones from working with clients across industries.
Working with small businesses on brand identity, marketing collateral, and small-business websites. Currently completing a B.S. in Web Design at Southern New Hampshire University.
Built a portfolio across graphic design, web design, and custom illustration. Selected projects: Beatsfest style guide, DermBubble character set, Jaspem Trucking visual identity.
Started designing professionally with print collateral, in-house marketing materials, and event branding. Developed a love for type and the discipline of brand systems.
Interested in working together or have a question? Drop me a line: I reply within 24 hours.