An Interview with Clever Ghost | Paul Boal
Introduction
In 2024, I attended a creative talk at Blick Studios by Paul Boal, Creative Director of Clever Ghost. I had heard of Clever Ghost before and followed their work online, so I was interested in finding out more about them. I really enjoyed meeting Paul and hearing about his journey as a designer, and I left the talk feeling genuinely inspired. Since then, I’ve continued to follow Clever Ghost’s work, which is what encouraged me to reach out and ask if Paul would be open to interviewing for my blog. I was keen to learn more about the studio and their design process.
So, who are Clever Ghost?
Clever Ghost is a brand and design studio based in Holywood, Northern Ireland, founded in 2018 and led by Creative Director Paul Boal. They describe themselves as the design department you didn’t know you had, working closely with clients behind the scenes to create clever, meaningful design that makes an impact. Their work includes branding, print, and digital, collaborating with a wide range of clients.
In 2024, Clever Ghost became a Certified B Corporation, showcasing their commitment to doing good through both their creative work and the way they run their studio.
Approaching a client brief
I began by asking how Clever Ghost approaches a new client brief. Some of the key insights I picked up were that new briefs and clients are like building a new relationship. The team at Clever Ghost takes the time to get to know their clients, whether through calls or face-to-face meetings. By finding common interests, they are able to have more natural conversations and develop stronger connections.
This helps the team get to the root of what the client’s problem may be. Through thorough research and understanding, they can then discover the key insight or nugget of information that will help them to address the client’s challenges and develop a design solution.
Balancing creativity and client expectations
I asked Paul how Clever Ghost approaches this challenge. He explained that while creative freedom is exciting and resonates with designers, in the real world, it must align with what the client needs and what’s practical for their brand. It's about finding the balance where creativity can thrive, but within the boundaries of the brief. Paul also emphasised that even in the most basic projects, there’s always room for thoughtful design that adds value to the brand.
“The more you diversify your sources, educate yourself, and find inspiration in the not-so-well-known places, the more unique and creative your outcomes will be.”
Finding Inspiration
Paul shared that at Clever Ghost, they believe inspiration can come from anywhere, wherever it is relevant to the project. Sometimes the best ideas come when you're unwinding at home, watching TV, and letting your brain subconsciously gather information. Paul encourages his team to do whatever helps them tap into their creativity, whether that’s taking a walk or visiting the public records office, where you can find inspiration through old documents, fonts, scripts, and book bindings. As long as the brief is answered, he’s all for it. He explains that the more you diversify your sources and educate yourself for the project, the better equipped you’ll be. It’s not just about where the inspiration comes from, but how you use it and apply it in a way that fits the brand.
What to look for in a junior designer
When it comes to junior designers, Paul emphasised the importance of attention to detail. At Clever Ghost, they look for individuals who are eager to learn, pay close attention to the little things, and are genuinely passionate about design. While technical skills are important, it’s the mindset and willingness to grow that stand out the most.
“Knowledge + Design = Change”
The Clever Ghost Studio Culture
When visiting the Clever Ghost studio, I genuinely felt a warm and welcoming atmosphere, especially after being greeted by Chewie. From my time there, it was clear that this welcoming vibe is something the team truly values. The close-knit nature of the studio creates a workplace where people feel comfortable and creative, which really shines through.
Conclusion
After speaking with Paul, I learned a lot about how Clever Ghost approaches their work. They value building real relationships with clients, continuously learning and staying open to new ideas, and fostering a supportive team.
Thank you to Paul and the Clever Ghost team for taking the time out of their day to welcome me to their studio and answer my questions. I learned a lot and found the experience really insightful. I’m excited to see what the team does next.