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So, really, what does a creative director do and why do you need one? We develop the look and feel of an organization, a project or a product. We manage the creative process from concept to completion and are the conduit between corporate management, engineering/UX, marketing and the design team. It’s our job to make your organization or project not just good, but astonishing—not just for today but for the long run.
A creative director formulates an overarching concept for a product, brand or company that will resonate with your target audience. We develop and oversee projects at the earliest stages. We have a vision, formulate concepts, and pilot design ideas. We can shift how your company appears to the world and develop customer loyalty that is tangible.
Creative directors establish what designs should be created, how the concepts will be applied and collaborate with the creative team to create the assets to manifest the vision. When the concept direction is approved, the creative director works on every level to impress or melt the concept into the everyday existence of the company. We develop a brand book and other tools that help everyone in the company understand the direction and purpose.
The creative director leads the creative team, including graphic designers, writers, photographers/videographers, social media experts, etc. We often hire and train the creative team, review work, troubleshoot and provide feedback. We encourage career development for each team member and act as mentors.
We oversee profitability, deliverables, timelines and budgets. We meet with the leadership team to explain campaign strategies and solutions and work together to achieve the most critical company objectives. We are important for visualizing head-turning funding and acquisition proposals.
We’re always thinking about the big picture while figuring out how to break the vision down into deliverables like social media strategies, photo shoots and product packaging. We understand that the creative process manifests differently within each creative team member and we work with each individual, allowing them space to develop their ideas and contribute to the overall vision. At the same time, we’re making sure our deadlines are being met, we’re within budget and the leadership team is on-board. We’re great at pivoting with corporate changes and we do a lot of problem solving and troubleshooting.
If you’re a digital-first company and are still wondering if you need a creative director—yes you do—and it’s best to have one at the beginning stages, as you formulate who you are and how your organization will appear to the world. A creative director is a critical piece in your efforts to be appealing and to achieve fast success.
Victoria BC Canada
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©2020 Maureen Welton & EO Design