Behold: The role of Creative Director – the pinnacle of a creative’s career, creative reign, six figures.
For most who’ve worked their way up, they’re finally in their natural habitat. But it won’t be a walk in the park. Here’s what your life could look like on a daily with the honour of those two chronological little letters: CD.
- The starting point of your career begins here…You’ll have a degree (masters or bachelors) in the creative arts. Industrial, graphical or fashion design backgrounds are ideal. Your relevant degree may also be in art direction. A portfolio and a creative approach with both soft and hard skills in the arts will be essential. Additional capabilities and qualifications will cover: management, marketing (mobile/web), marketing communication, media, copywriting, graphic design, multimedia design, production, market research analysis, visual information design. Many have additional experience of working with software developers and basic understanding in competencies such as Java. Masters degrees in business are always beneficial.
- Experience will be required. Usually 7-10 years. Working within a team at your level of expertise, after which, managing teams of designers, copywriters, marketing people.
- Letting everyone know what is expected of them is the first port of call. You are only as good your team. It always helps to be a natural leader and enjoy leading people. Courses on leadership and fine tuning leadership skills can be undertaken but are not essential.
- Develop a consistent brand image/identity and maintain it.
- Allow an environment for ideas to flourish – no idea is wrong, every idea has value. Allow the team to have a voice.
- The buck stops with you but don’t give full stops – explain why you have made your decisions, allowing others to learn.
- You’re an excellent problem solver and have likely had to think your way out of a life situation creatively.
- Getting stuck in with the workforce will be a must but not so much so that you’re overshadowing the team. You won’t sit back and do nothing either. There’s a fine balance to adjust to here.
- You likely have a decade of experience under your belt in the creative world. Now is the time to use everything you’ve ever learned.
- Managing large teams or small will be required as second nature – project management and understanding across creative genres, levels, software and skill sets will all be required.
- Understanding of multiple applications have to be mastered. Likely, web and designing front end aesthetics and functions online. Entire creative suite software is usually required. General office software will also be expected. Marketing software will be a must. Many CD’s also have hard skills with equipment beyond software as well, photography equipment, lighting, illustration, fabric application and an understanding of garment construction, fit and alteration. Liaising with multiple B2C and B2B will be under the CD’s belt.
- Knowledge across processes will be required. Concepts, design, production, media, marketing, advertising, PR.
- Taking an idea from concept phase through execution, manufacture, re-design to a finished product with possibly hundreds or thousands of people working towards the same end goal, it will be your responsibility to keep the concept on track, on brand and deliver the completed product at the end of the process. Strong vision is essential.
- Knowledge is paramount but experience is also beneficial. Life experience, world travel, intense knowledge of a given subject will all be credible sources to rely on when creating.
- Designing concepts and executing these with the team will be required across the brand’s product, marketing, advertisement, online platforms.
- Hire people better than you. It will be your team that bring your vision to life, in order to do so; they will need to have the skill set needed.
- If someone drops the ball, it will be you that is ultimately responsible. It is your role to direct the team and collectively collaborate on the creation you masterminded.
- Always push to improve the team’s performance. An idle team will be become bored and wont produce their best work. Inspire them to do better.
- Give people room to breathe. Creative people need space with work, let them make their judgement calls and review work together later.
- Just because your team is creative doesn’t mean that they have to be unprofessional. Keeping everyone on track will be paramount. No one will notice minor details more so than you. The CD sees it all.
- You’ve earned the place as CD, so trust your decisions. Having navigated your way up the ladder from a graduate with a bachelor’s or masters in the arts to a volunteer, intern, assistant, junior designer, designer, head of the team or department, to senior (be it as an art director, copywriter or designer) you’re ready for this. Trust your instincts.
- Your ultimate role is to direct others, not push the work out yourself. You are the captain of the ship and will have to remain focused.
- Be prepared to be disliked. Your decisions are law within the company. Not everyone will agree. Someone has to make the decisions. This will require conviction. Be prepared to defend decisions, both upwardly and down the company hierarchy.
- You’ll likely never totally switch off as a creative anyway but expect long hours.
- The devil is in the detail; you will notice everything and let no stone go unturned.
- The wider vision for the brand/company is down to you. You have to keep the company fixed to the brand guidelines and will be responsible for not veering off course.
- You’re in charge of aesthetics (and much more) you will need to keep on track of everyone’s tasks and the direction of the work. Ensuring this comes together as an end product.
- You will be responsible for upholding the company’s image.
- Nurturing the environment and the staff…The working environment will be controlled by you. This should foster creativity and be a place to relax. It will also be your job to keep things ticking over however, a serious approach will be imperative.
