Art director and creative director are not two titles that mean the same thing. Although duties vary from company to company, art direction mostly focuses on the consistency of the visual approach; Creative direction, on the other hand, focuses on the broader creative idea and direction of different disciplines. In small teams, the same person may take on more than one role. Therefore, it is necessary to read the scope of the job as well as the title.
Visual decisions of the art director
The campaign's photographic language, typography, color approach and application on different materials can be evaluated together. The art director directs the designers who produce while ensuring that the works carry the common idea. It is not necessary to have a large team in every project; An independent expert may also undertake the visual aspect of a particular work.
Broader scope of the creative director
Areas such as advertising idea, text, film, digital experience and design may need to serve the same purpose. Creative direction can extend to creative decisions across these disciplines. Equating this role with design file production alone obscures the client's delivery expectation.
Who produces and approves freelance work?
When getting a freelance art director or freelance creative director offer, ask if design production is included. Shoot direction, design evaluation, team coordination and file preparation are separate tasks. Although it is possible for a specialist to undertake these, the timetable and delivery list should be prepared accordingly.
Tie experience to work when choosing a graphic designer
A person's role may not be the same in every job in a portfolio. Did he develop the concept, produce the design, manage the team? The answer to this question will help you see the experience that fits your project. See how a similar problem was solved rather than the length of the titles.
Selçuk Aker's agency experience is part of today's freelance graphic design service. If the requested work requires direction along with production, we can explicitly add this to the project scope.
Separating art direction from individual design deliverables
The art director or art director can establish the commonality of visual decisions in the project; It can ensure that different productions serve the same brand idea. However, task sharing in teams is not the same. Existence of title; It does not mean that all photography, text, interface and printing works will be produced by a single person.
Determining the main visual direction in a campaign and applying twenty different measurements are separate efforts. Write in the proposal which decisions will be managed and which files will be produced. In Selçuk Aker's freelance graphic design approach, the management and implementation needs of the project are handled through scope; The title list does not replace the concrete delivery description.
Frequently asked questions
Can the art director and graphic designer undertake different tasks in the same project?
Yes. Day-to-day design production can be assigned to separate individuals with the task of determining visual direction and evaluating jobs. On small projects, the same person may take on both roles; The important thing is that the responsibilities are clear.
Who needs to give creative approval on a freelance project?
The person who will make the final decision on the brand side should be determined in advance. The designer or creative evaluates the suggestions according to the goal; Conflicting customer reviews are combined into a single decision list.
