In an industry that often celebrates flashy trends over foundational skill, Iain Stores stands out for all the right reasons. As a Senior Creative Specialist at Westcon-Comstor, he brings over two decades of hands-on experience, a sharp eye for strategy, and a deep respect for the design process. From skipping university to dive straight into the studio, to embracing AI as a tool—not a crutch—Iain has built a career on adaptability, honesty, and relentless curiosity. In this Member Spotlight, we dig into what drives him, how he crafts standout work, and the one thing he believes could change the creative industry for the better.
How did you first get into the industry?
I started my design career in 2000 at just 17, during a college work experience placement at a small studio within a large printing company. What began as a two-week placement turned into a summer-long opportunity when they asked me to stay on and help manage their growing workload. As summer came to an end, they offered me a full-time role as a Junior Designer.
In that role, I supported the team with artworking and smaller design tasks, gaining invaluable, real-world experience every day. I quickly realised that I was learning far more on the job than I ever could in a classroom. So, I made the bold decision not to return to college or pursue university—and I’ve never looked back. That hands-on foundation set the tone for a career built on curiosity, adaptability, and a deep passion for design.
Can you explain your creative process? What makes it unique?
My creative process always starts by stepping back to understand the ultimate goal. I focus on the bigger picture rather than getting caught up in isolated tasks. Often, the initial creative request isn’t the most effective solution to truly connect with the target audience or deliver the desired results.
I begin by immersing myself in the client’s brand—understanding their messaging, what sets them apart in their industry, and what value they offer. From there, I shift focus to their audience: who they’re trying to reach, what will resonate, and which channels or formats will make the strongest impact.
Research plays a key role, from exploring industry trends to identifying which creative assets are most effective. Once I’ve gathered insights, I develop 2–3 strong design directions, each with a clear rationale to help guide the client toward the best solution.
What tips would you give to aspiring creatives looking for work?
When looking for work, don’t let rejection knock your confidence. Use it as a learning experience to help define what makes you unique. Whether it’s your experience, skill set, industry knowledge, or simply your creative eye—identify what sets you apart.
Keep your portfolio focused and impactful. A smaller, curated selection of strong work is far more effective than a large, unfocused collection. Time is limited, and first impressions matter. The same goes for your CV or résumé: your opening paragraph is your chance to grab attention and give a clear snapshot of who you are and what you bring to the table.
Aim high, but stay grounded. You never know unless you try—and you rarely get if you don’t ask.
What kind of tools/kit/software could you not do without?
I’ve always been an Apple user, working primarily within the Adobe Creative Cloud suite. MacOS has consistently felt like the most intuitive and seamless platform for my workflow, especially with how effortlessly all my Apple devices integrate with each other—and with Adobe software. I work from a MacBook Pro connected to a 34-inch ultra-wide screen, which provides an expansive digital workspace that supports my creative tasks on a daily basis.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
As someone deeply rooted in the Apple ecosystem and working extensively with Adobe Creative Cloud, I’ve seen firsthand how the creative industry is evolving. One of the most significant trends shaping the future of creativity is the integration of AI into design workflows. Tools like Adobe Firefly and other AI-driven features are streamlining repetitive tasks—whether that’s masking, content-aware fills, or smart layout suggestions—allowing creatives like myself to spend more time on concept, storytelling, and refinement.
However, while AI enhances efficiency, human creativity remains at the heart of impactful design. The ability to understand emotion, culture, nuance, and aesthetics is something uniquely human. That’s what keeps creative work grounded and ensures it still resonates with real people. Technology will continue to evolve, but the designer’s vision and intent will always be the driving force behind meaningful creative work.
What is the one thing that you would change about the industry?
If there’s one thing I’d change about the creative industry, it would be fostering greater trust from clients and senior leadership in the creative process. Too often, creativity is treated as a step in a checklist rather than a strategic discipline. When creatives are given the space to truly understand the task, the audience, and the intended outcome, the results are always stronger—more thoughtful, more effective, and more aligned with the brand’s goals.
Trust enables collaboration, and collaboration leads to clarity. With the right input and respect for the creative process, we can push boundaries while still delivering exactly what’s needed. Creative work thrives not just on talent, but on the confidence and belief others place in that talent.
