The role of the creative director is becoming more important as brands look to build a recognizable product. One of the most mysterious roles in any company is that of the creative director, which is commonly confused with the art director. Bennet Schwartz believes the role of the creative director will continue to expand in the coming years as brands look to a team of experts to oversee their projects and protect their identity. Each brand operates across several platforms, with creative directors ensuring the brand identity is always visible.
What is a Creative Director?
The creative director role is a difficult one to define because it takes in several aspects of design. Rasmussen University reports the creative director is a design and management specialist who leads a team throughout the development of a product or service. The creative team needs to be pulling in the same direction, with every decision made to keep the brand identity visible at all times.
Overall, the creative director works on two levels. The first level is as the person given the overall say over the direction of a project from its conception to completion. You may think the creative director is in a management role, and you would be right. As a project moves forward, the creative director will have a large amount of say in the minor details of a project. As a project moves forward, the creative director will make sure the completed product is instantly identifiable. The brand is important and needs to be protected by the director as customers should see the latest project as an extension of existing work.
A Powerful Leader
The creative director is not simply working in an artistic role. The education of a creative director takes in artistic skills. However, the majority of the role requires excellent leadership, with the ability to lead a team towards a specific goal sought after. The leadership skills of a creative director have led Media Bistro to coin the term, thought wrangler.
Among the main responsibilities of a creative director is the ability to lead their team. The leadership skills possessed by creative directors, such as Bennet Schwartz, allow them to keep the project focused on the requirements of a client. Whether a creative director is working on a video game, fashion, line, or product launch, they will have a set of standards to work towards and within. In the digital age we live in, a creative director has to have the skills to push forward their project across several platforms. Alongside the creation of a creative vision for the product, a marketing campaign needs to take in social media platforms and traditional media.
How to become a Creative Director?
The relatively new role of creative director has yet to have a specific pathway from student to leader. The majority of creative director roles are targeted towards candidates who have a liberal arts education, including a degree in graphic design or fine arts. Schwartz gained his arts degree and became a successful creative director after an existing client asked him to lead a project.
The dream of becoming a creative director is not easy to achieve. In a study by Rasmussen University, the majority of roles were advertised with the requirement of at least five years of experience. Experience is important because a creative director needs to assist in work across several fields. Communication skills need to be of the highest standard because a creative director will be part of the team responsible for pitching ideas at their conception. The role includes the need to ensure every employee understands the creative vision of the project and has the ability to understand their role within the team.
What to Expect as a Creative Director?
The creative director needs to have excellent organizational skills. The role requires you to be able to work on multiple projects and juggle their requirements. A creative director needs to be able to handle stressful situations because they are heading a team of people working towards a deadline. Clients require a creative director to be available to discuss their project outside office hours, with a creative director assisting with marketing and networking opportunities.
A Role for Technology
The advancement of technology over the last few decades has enhanced the role of the creative director. Exploring the role of a creative director requires a complete understanding of the latest technology. Creative directors can bring their skills to the development of video games and online marketing projects that use the latest technology. Even the production of a new product for a historic retailer needs to be marketed in a uniform way across social media platforms and traditional outlets.
Bennet Schwartz has become one of the leading creative directors of his generation and believes the role will continue to expand. The success of a creative director is about leadership, with attention to detail setting Schwartz apart from his peers.