If you are asking this question, then the answer is “no”. Why? You are never in the position to ask this question and if you do it you are not worthy for any client because you are to arrogant. Simple isn’t it. I’m inspired to write this through Seth Godin, the word “deserving” is really huge and in today’s business world I would never use this word. The only phrase, and it is a phrase, I would say is ok with this word is “Everyone gets the client he deserves.” There is much truth in this saying and you should be aware of it from time to time.
If you are complaining about your clients think what you did to get them – did they come to you or did you run after them. Don’t complain that a client is lousy if you run after him to get the job. There was a reason why you run after the job – it doesnt matter if you wanted it for the money of the fame, no that you’ve got it be happy with it and live with the consequences.
If the clients came to you with the job then you had a chance to say no. I must admit that sometimes you can’t work together with some clients and that you have to quit the relationship. But don’t complain during a project, make a mental note to quit after the job is done and go ahead. It’s always better to finish a job without the “hate” always in mind.
This approach, to start with the conclusion, works best for small design teams and firms that upgraded their marketing department with an art director. They reached a point where they feel the need to get to the next level – in quality and organization. Most of the times, the art director role is not full time. I mean by saying this, that the art director is not just directing, creating and reviewing, but is also part of the execution. He is not only part of the workflow, but he actually finishes projects himself. This is no limitation, and with time the execution part will become smaller and smaller eventually. This sets the art director on the same level with his team and this is even more true if this role is filled by a designer formerly in the team. This is very important and is one of the main distinctions between the two approaches I’m presenting here. The art director is not above the team, but on the same level and part of the team. So how does it work? …click here to continue…
Not every advertising agency or design/communication/marketing department of firm need an art director. But when they grow (in size or quality) they create this position sooner or later. At this point they will hire an art director or promote one of the graphic designers already on board. One of the main difference between a graphic designer and an art director is its “leading role”. This leading role extends into leading the graphic designers working with him on the projects. Team-leading and human-resource management is not usually taught in schools and universities – at least not in the design oriented colleges I know. They are sometimes part in post-graduate studies for managers. But how can you establish your leading role as an art director if you have been promoted or you are on your first assignment and have to lead a team? Here some insights from my personal experience. …click here to continue…
How many times have you seen a folder, website, brochure with poor text? How many times you read a headline and thought what is this all about? How many times did you stop reading a text because it was tedious to read? I’m sure many times. These texts are not written by copywriter but by the client himself. As a graphic designer you don’t care much about the text, it’s not your business – as an art director you must care about it. Here are some tips on how you understand if a text it’s good enough and how you convince your client that is worthwhile having a copywriter do the job. …click here to continue…
You maybe know the saying: “If you don’t know where you are going, the road takes you there.” So you end up somewhere without knowing if its the right place. In the graphic design and advertising business this is the last thing you want to happen. You don’t want to present to your client a product, which doesn’t get the point your client wanted to communicate. Did you misunderstand the briefing? Did your creativity lead you out of the boundaries your client want to accept. To know what happened, and even better to avoid such a thing to happen you need a creative brief. I know what you are thinking, so lets start and destroy some myths about the creative brief. …click here to continue…
In the last lesson I pointed to the positive effects that studies can have in improving your projects. In this lesson I will show you where to find studies, how to make project and art director relevant conclusions and how to use them in your creative process. I have also included a nice example-tutorial to make it less “dry”.
What is the job of an art director anyway. How is it like? And how to learn to do the things the right way in real life. I will present you here some insights and some tutorials about becomming an art director, not just a graphic designer. Tips & Tricks you won't learn in any school and normally you will have to figure them out yourself. So go ahead and start your lessons.
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