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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 15 years, 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.
Interested in working together or have a question? Drop me a line: I reply within 24 hours.