Erik M. Klaver

I work at the intersection of strategy, narrative, and creative direction—helping organizations translate complex ideas into clear, credible brand systems that hold up at scale.

Over the past 30+ years, I’ve led and stewarded creative work across nonprofit, education, and mission-driven organizations, partnering closely with executive leadership to clarify positioning, set standards, and ensure creative decisions support real-world outcomes.

My role is rarely about making things for their own sake. It’s about making sense of complexity, aligning teams around a shared direction, and protecting the integrity of the work from first idea through execution.

Design

Contrary to popular belief, print media is NOT dead — in fact, it's as effective as ever. It's knowing WHEN and WHY to use print versus digital media. Over the years I've worked with organizations of all sizes — local, regional and national; vendors large and small; and projects from logo creation to annual report development to website design. And though my designs have won awards, it has never been just about the design or the recognition. It was always a piece to a larger picture.

Brand

That larger picture revolves around the brand. Every project, regardless of its size, MUST employ strategies that support and reinforce brand recognition. Many times, good design goes unnoticed. Bad design, however, impacts not only a consumer’s reaction, but also their opinion of the brand. Even further, good design on its own, even when supporting the brand, falls short of its potential if it doesn’t connect to the consumer.

Connect

Connecting with each other provides an opportunity to inform and to learn. The most effective design impacts the consumer because it was designed FOR the consumer. And good design that informs has the best chance of creating strong brand awareness, brand preference and brand loyalty. And while understanding the brand, the consumer and the market has been a primary driving force behind my design, it was a career in design that provided an outlet for my other passion.

Educate

Knowledge, like time, is most rewarding when it is shared. For me, the opportunity to share the experiences I’ve had around design, brand and connections came through education — as an instructor at Rhode Island School of Design. For 15 years I was able to educate and help others explore this amazing field, and understand how to use the tools that go into good design. From RISD, my career took an unexpected path when I became a Creative at Apple retail.

Community

Apple strengthened my desire to make every day better for my community. Through United Way — both locally and worldwide — I’ve had a chance to work on projects that made a difference, from local programs like Reading Pals and the 30th anniversary of our major donors group to national programs like Young Men United and involving philanthropists like Warren and Peter Buffett. I have found a path to truly make a difference AND make an impact.