Art director interview

A student at the Art Institute of Colorado recently reached out to the FearLess Cottage looking to interview an art director for a school project. Here are my answers to his questions:

What do you like most about being a art director?

It’s kind of a tricky question because I don’t really think of myself as an art director. I just think of myself as someone who helps make creative ideas come to life. The best ideas we come up with at the FearLess Cottage are not any one person’s idea. They come from an environment that encourages collaboration. Everybody has a voice and everybody’s ideas carry equal value. What I like most is being able to dream big and having the opportunity to pursue those dreams.


How did you take the step from a designer to a art director and what is the difference from being a graphic designer vs. a creative director?

Honestly, I don’t get too hung up on titles. I studied graphic design. I will always be a graphic designer. The more vision you have and the more you can communicate your vision, the more responsibility you’ll get. And the fancier your title might become. But I don’t think any graphic designers should feel like they need to rush to get a better title. Once a designer, always a designer. It’s one of the best jobs in the world, but like anything else you have to put everything you’ve go into it and keep improving.


Everyone has his/her own way of doing a job. As a creative director what does your typical day look like? How do you weave through your workflow?

There’s always way more work to do than you can possibly get to. It’s crucial to manage your time well. Everyone has their own methods. I like to keep one long to-do list that is always updated and the most important one or two items are always moved to top. Start your day by looking at your list and focus on getting the top priorities crossed off. Focus on one thing at a time and get it done. Take a break, go outside/do something fun, then come back and focus on getting more done. New things will always come up, but starting each day with a plan is the only way to know if it was a successful day.


When creating graphics, what do you feel is the most important aspect: planning, design or implementation?

I would say planning is most important. It doesn’t necessarily take the longest amount of time, but it’s the most important to get right. It’s pretty hard to have an effective design without knowing the objective. Sometimes the most beautiful design can be completely wrong for the intended purpose. It’s all about the end user’s experience. Think about who they are and what they may or may not already know. Put yourself in their shoes.


How do you produce sketches, comps and storyboards to meet the client and discuss creative ideas?

I’m not nearly as good of a drawer as I’d like to be. The sketches in my notebook are pretty sloppy, so they’re usually just for me. A lot of times I’ll use Photoshop to comp things up. I think of them as an early prototypes.


According to your experience, which is the best method to target the right audience in the market by implying the most effective ideas on projects?

The best method is to be simple and straightforward. Unlike this question. :)


What are a few of the most widespread, yet simply fixable mistakes you see in design today?

Sloppiness. Poor grammar. Lack of attention to details. Refine your work. Then refine some more. Have somebody else take a look at it to make sure it makes sense. No work is every totally finished, and eventually you have to release it anyway. But make sure it’s something you’re completely happy with putting out into the world before you do.


On the other hand, explain two or three major trends your seeing in your field.

Digital is the biggest trend. A good designer or art director today must understand how to design for the web and mobile devices. Always look at what’s on the horizon and make sure you’re ready for it.

Designing for positive social impact is gaining a lot of momentum. That’s what we spend most of our time on. Once you start doing meaningful work and you see the positive impact that design can have, why would you want to go back to doing anything that doesn’t make people’s lives better? As we like to say, “Do shit that matters.”

Another trend that’s great to see is designers expanding on their abilities. Instead of just designing graphics, they work on designing communities, or businesses, or new ways of thinking. Creative people are the ones who change the world. They don’t limit themselves to one or two categories. They’re always willing to step outside their comfort zone and take on a new challenge.


How has your job influenced your life? Do you see things differently now?

Absolutely. Before I started working with FearLess, I decided I only wanted to work on projects that have a meaningful impact on people, the environment and communities. Working with the team here has helped me realize that meaningful work is not only more fulfilling, but it can be a lot of fun too!


As an experienced designer/AD do you have any words of wisdom for aspiring designers?
           
I’m lucky that I get to spend my days working on things that I’m very passionate about. That’s not something everyone can do full-time, but hopefully everyone finds some time in their life to pursue their passions. When you follow your passions, you meet amazing people whose passions are aligned with yours, and amazing opportunities come up.

You should never try to have the career you think other people want to you have. It’s up to you to decide what you’re going to do with your life. The work you should be doing is the work that is most fulfilling and that you can be most proud of. Never settle for anything else.