What Makes A GOOD Art Director GREAT?: Part Two

An art director is only as good or great as their creative director allows them to be. On November 15, 2009, I blogged about this subject in detail and have decided to revisit this topic, only from a slightly different angle this time: What makes a good creative director, great?

In my quest to be the best at what I do, and as we enter the new year, I am always trying to educate myself on many levels in my career, including one day advancing to Creative Director. But, if I am going to make that move, what areas do I need to work on now? From the research I did on the internet, conversations with some colleagues, as well as my own personal experience working directly with many creative directors, I will share with you what I know and what I have learned.

How To Think

A great creative director knows how to think on their feet, as well as skillfully juggle projects, personalities, deadlines and catastrophes, without losing their cool. They keep a poker face at all times, but their brains are constantly thinking, planning, plotting their next move or trying to prevent something bad from happening, all while guiding the creative and keeping budgets on track. If you could see a photo of a creative director’s brain, I think it would look much like a Mac.

What To Know

If you are a creative director, you know a lot about a lot when it comes to the design process, management, directing and public relations, in general. The creative director wears many hats and is the “go-to” person in a crisis. They must know the company they work for, the clients they work for, the art directors and the designers that work for them and how to orchestrate them all with perfect harmony to create award-winning creative. They must also know how to fail, so that they may get up, dust themselves off, learn something in the process and get right back to work without showing any emotion.

How To Manage

When I think of how a creative director should manage, I think of the time I spent working at NBCUniversal, at The NBC Agency. From all of the places I have worked at throughout my career, in my humble opinion, The NBC Agency’s creative directors have been, by far, the most well organized and easy -to-work-with team that I have had the pleasure of working with. They know how to write a creative brief and they understand the importance of it. They know how to lead creative teams to get the most from their art directors and designers without micro-managing their artists. And, they know how to come up with some amazing creative. (Did you see the print and outdoor campaign for Trauma this fall?)

Who To Hire

Another ability a good creative director possesses is knowing who to hire and who to fire. Leading and managing a team of individual artists is hard enough without clashing personalitities or someone who is not pulling their own design weight. A good creative director can bring the right team together for their employer or agency to surpass the needs of the owner or clients. It is also the responsibility of the creative director to spot the weakest link--whether it be in production, design or art direction, the weakest link is either (a) worth keeping and spending time and money to educate, or (b) better losing. Either way, it is the creative director who knows the strengths and values of each employee and they must constantly evaluate their teams, based on the demands of their client(s).

To read what GraphicPUSH wrote on the subject, please go to www.graphicpush.com.

Scamp had 72 comments that were way more interesting and more informative than the actual blog, itself--check them out.

V Magazine's High-Fashion Ode to Plus-Size Models

I saw this post on the Los Angeles Times website and I thought it was very interesting, especially from an artistic point-of-view. As an artist who is always having to retouch a star's body and face, if I received the photo on the right, I wouldn't know what her flaws were to retouch!

V Magazine's high-fashion ode to plus-size models

Posted using ShareThis

Contracts: To Use or Not To Use?

If you are a freelance designer, you are either (a) using a contract for your business, or (b) have thought of using a contract for your business, but are not sure what to include or if it is even worth it.

Let me tell you, it's worth it. A written contract, estimate or quote specifically outlines what services the client is to receive, how and when; as well as what you, as the artist, are committed to delivering, how and when. You can also determine delivery dates, types of proofs, out-of-pocket expenses, ownership rights and any other pertinent information that needs to be included.

A written contract can also bind your client what they owe you, especially if you have delivered any artwork. But most importantly, it shows that you are organized, detail-oriented, goal-oriented and serious about doing business. All of these are good traits to possess.

But don't take my word for it. When I did research for this subject on the web, there were lots of opinions. Here are just a few of them:

"Conventional business wisdom suggests that no business arrangement should be entered into unless a signed contract is in place. You wouldn’t sell your car or hire someone to remodel your house without a contract in place, would you?"

– Laura Spencer, Freelance Folder

"When I started my own design business, one of the first things I put in place was a well-written contract. With something as subjective as design, there are lots of gray areas that need to be clarified as much as possible on paper."

– Angela Ferraro-Fanning, Freelance Switch

"The Bare Bones That Every Freelance Contract Should Have" – Mel Ndiweni, The Design Informer

"Red Flags: Listen to your gut" – ProjectDesignLA

Coming In January 2010

We are about to enter a new year and I hope 2010 will be a good one for us all. I appreciate the support and positive feedback I have received for this blog. Thank you for taking the time and interest to read and/or follow. I am excited to bring you some fascinating people, artists, articles and new resources in the coming year. Starting in January of 2010, L.A. Link will have a new section called, Rey Report, that will strive to feature some of the most influential people in design in the city of Los Angeles, and later, from abroad.

Our first interview for the Rey Report will be with the Director of the Graphics Program at the Fashion Institute of Design and Merchandising (FIDM), Steve Reaves. A longtime friend and successful art director, creative director and now, director of one of the best two-year graphics college programs in the city, Steve was nice enough to share some of his work with us and he even answered a few questions especially tailored for our readers. You don't want to miss it.

Our Featured Artist for January, who is also a close personal friend, is FIDM Alumnus and one of my former students, Daniel Cady. Daniel is off living his life half way around the globe right now, but he was the creator of Mattel's Hot Wheels website and an overall amazingly nice guy and super-talented dude. You'll see some of Dan's work, as well as links to some of the sites he created. Make sure you come back and check it out!

Plus, we'll have more restaurant reviews, weekend dvd reviews, traffic tips and much more! Please keep reading and let us know what you want to know more about. I hope you have a safe and happy holiday season and a joyful and safe new year.

Low-Price, Easy-to-Use Website Hosting and Domains

WIX

I'm always looking for things to blog about and this time it's about website services and hosting. There are lots of template sites out there that make it easy for designers who don't know much about the web or html, to manage and design sites for themselves. Recently, I came across a flash website template service called, Wix--have you heard of it? There are lots of templates that they say are FREE, but you do have to pay a fee as low as $4.95/month to get your site up and running properly. The best bet, seems to be their "Unlimited" package which is currently reduced to $14.95/month and includes your own domain, ads free, 2.5 gigs of storage, unlimited bandwidth and premium support.

If you have had a personal experience with Wix, tell us about it. We want to hear from you.

Click here to read what AppAppeal.com says about Wix.

BIG BLACK BAG

The website template/hosting service that I use for my site is, BigBlackBag.com. I've been a satisfied customer for two years and they continually work on improving their site. It is so easy to use--just choose your template, choose your page layouts, create and upload your own backgrounds and images and you're off!

They have 9 basic blank templates to start, it's super-easy to do yourself and you don't have to know html! Their new pricing breakdowns make more sense than they did when I started using them and, if you are a student, you can start for as low as $49/year, which is a great price for what you get and what you can do. They have 4 other price packages to choose from--from starter to pro-unlimited--and all of their packages are reasonably priced compared to some of the other template sites out there.

As a paying customer with their own site on BigBlackBag.com, I would highly recommend their service and often do to my friends who don't know how to build their own sites from scratch, but want to do all of their own Photoshop work.

BLUDOMAIN

Last year, I worked with a client who's site was with Bludomain and it seems that their format has changed from what I remember it being. If you go to their site at www.bludomain.com, it looks like they are catering to the wedding clientele based on the overall look of their sites and templates, but I know they are fully editable, so I guess you can give your site a completely different look.

Their prices range from $50-400 dollars with various services and extras, and they distinguish their layouts with girls names like Maxie, Megan and Ashli. There is a definite feminine vibe to the Bludomain site and templates, but if you are interested, you can explore their options by going directly to www.bludomain.com.

For more information on Bludomain and this topic, or to view an actual site from Bludomain, please visit Johnna Brynn, Photographer.

FTC Disclosure Policies

Beginning December 1, 2009, the Federal Trade Commission (FTC) guidelines went into effect requiring bloggers to disclose any time they are compensated for endorsing or reviewing products or services. The same goes for any company endorsements that may create a conflict of interest.

L.A. Link is posting this information to let our readers know that we are in compliance with the FTC and, if and when we are compensated for blogging in any way, we will let you know. So far, there have been NO payments of any kind to L.A. Link for any of the articles in this blog. The reviews are restaurants we actually eat at; the DVDs are ones we watch; so far, the featured artists have all been personal friends.

The majority of our content is written by Joseph Rey--a working professional art director with more than 20 year of proven experience in corporate and entertainment design--and we will let you know when something is strictly an opinion, as well.

We are committed to providing our readers with 100% genuine content--written by a professionals in their field or by personal experience or both--without compensation.

Weekend DVD Review

It was the perfect weekend to stay in, chill and watch a couple of good DVD's. Which is exactly what we did. Friday night, we watched Terminator Salvation and I thought it was AWESOME! Of course, I am a big fan of all the Terminator films, including the series, "The Sarah Conner Chronicles." I was so disappointed when the series was cancelled--it was just getting really good!

I finally got my fix with Salvation, however, and it was worth the wait. Unfortunately, we did not see this when it was in theaters because I think I had the flu. No big deal. On DVD, I can watch again and again and catch everything I missed the first couple of times. I loved it! And, I would recommend owning it as part of your Terminator collection.

The next big film of the weekend was Harry Potter and the Half Blood Prince. Now, I'm not a parent, and I'm not trying to tell anyone how to raise their kids, but I thought this was a little too dark for little kids under 12. Not to mention the fact that this particular Potter film seemed to have more dialogue and story line that was not as easy to follow as the last films. Perhaps, it is because I never read the books, but there are things I must be missing from the books to tie it all together. It seemed a bit long and not as "action-packed" as I expected. Or, was that just me?

Oh well. I love the Harry Potter films and I would not have missed it for anything. How else would I know what was going on in the upcoming Harry Potter and the Deathly Hallows? I recommend buying this DVD.

Client Speak

Designers--have you ever heard a client contradict themselves in a meeting when they are describing what they want? How about a creative director? An art director?

Sometimes--almost all the time--people think they know what they want, but they do not know how to express themselves with the right words. When they do, you hear things like, "make it cool" or "can't you just...?" Other times, they don't have any idea of what they want, but they will know what they don't want when they see it. Instead of actually sitting down and figuring out what they do want by doing a little research (after all, it is their company or responsibility), they come to you for all the answers. Unfortunately, they do not always want to hear the answers you may have for them.

So, how do you decipher what it is they are saying, so that you can get on with the design process? Above is a chart I created especially for this reason. Good luck with your client.

Beauty and the Beast

Tale as old as time... someone buys a Mac, and suddenly, they think they are a graphic designer. Well, maybe not as old as time, but you know the story. The difference between a professional graphic designer and a novice Mac owner, can mean the difference between your business looking professional or not. Between a strong, well constructed branding campaign, and a generic do-it-yourself label, as a client, which would you prefer?

I was in the grocery store buying lunch yesterday when I noticed the new take-out packaging for Wolfgang Puck's Express in Gelson's Markets (right). Compared to what it was (just a clear, plastic container with an "okay" sticker on it), I am really digging this new look. I really like the lime green container and the colors of the colors of the label--tan, brown and a touch of red--along with the placement and usage of the label itself, all help to drive home the message that the product is fresh and desirable. The salad was amazing, too. They changed it up a little, by adding corn and chopping the cucumber, and it made it better.

Today's lunch will be this chicken burrito from Ralph's (right). Also, delicious. Virtually, the same packaging, with a label, wrapped and ready to go. By looking at both packages, which one looks like it was well thought out and the product of a professional branding/design team? Which one would you pick up first?

Like the rest of the country and many parts of the world, I am aware of the financial crisis and I, too, am feeling the pinch. However, a good business person recognizes the short-term and long-term value of professional branding/design team and how the whole image, brand, design, subliminal/conscience messaging components, all tie together to make a well-respected and recognized product.

To be clear, this is not a comparison of the food quality or content in the packaging. I enjoy both products, equally. They are different products, made with different ingredients in different packages, so there is a cost difference. This is strictly an observation I made when I put the two packages side by side and thought I would share my thoughts with you. That being said, I believe that it clearly demonstrates the difference between someone who thought about what they were doing and knew how to make it work, versus someone who thought any old label and plastic container would suffice.

Upcoming Competition Deadlines

I know it's the holiday season and you are all making your plans to pack your bags and go home for a visit, but just in case you might want to enter a few competitions when you get back, keep these in mind. The deadlines are just around the corner, but you have plenty of time to think about the work you have accomplished all year, which contests you would like to enter, and what projects you might want to submit. Some of the well known contests, like Communication Arts, charge a fee per entry, so choose wisely. Communication Arts entry fees range from $35-$80 per entry.

http://submit2.commarts.com/

The American Design Awards Semi-Annual Design Contest is not as well known as some of the others, but they have a wide range of categories to enter, including web, motion, print, digital and illustration. The entry fees are $25/entry for students, $75/entry for studios or individual professionals.

www.americandesignawards.com

For other relevant design award competitions, please go to:

www.graphiccompetitions.com

"NO TEARS" Online PDF Magazine

Recently, as I was suring the net, I came across this amazing online PDF art magazine called, No Tears. Every two or three months, the magazine showcases modern art from different artists based on the current theme. The content is a mix of illustration, street art and photography, with a wide variety of themes and styles.

No Tears magazine is distributed online in PDF format at www.notearsmagazine.com and is available to distribute and share. They are always looking for new talent and it is free to contribute your art and participate.

I went back to check out some of their archived issues--they only started in May 2008--and I was inspired by what I saw. If you are a graphic designer, street artist, photographer, illustrator or fine artist--or, if you are just interested in art--this magazine is for you. Check it out!

http://www.notearsmagazine.com/text.php?show=1

Other online PDF art magazines worth checking out:

FanTheFire

Woosta

Are Print Designers A Dying Breed?

In short, I would say the answer is, "no." Print designers are not a dying breed.

à l'effet contraire, I would say the life of a print designer depends on their skill level, self-promotional marketing capability and their willingness to learn and bend with the times. Nothing worth doing is ever easy, and for designers, bridging the gap between print and online graphics--and helping them work better, together--is an uphill battle. After all, as designers, we carry the burden of having to know it all--how to conceptualize, how to sketch, how to design for multi-media and the web--without the luxury of time or money. We must be also be current on trends, easy to work with and fast as lightning. Didn't they tell you? The client needs it yesterday.

The Trend

In the last two years or so, I have noticed a recurring theme at agencies and studios: designers are being asked to conceptualize and create artwork that is going to be used for everything, including advertising, direct-mail, online advertising and sometimes, outdoor. If it is an event, you can count on some banners, posters and invitations -- and you can bet the client will stretch the art to cover it all. I have also noticed that clients have not yet begun to realize the value of a seasoned print designer. Most experienced print designers who are worth their rate can conceptualize and design for print and the web. And motion. And outdoor. It's a mind set that comes with experience that young designers don't begin to develop until later in their careers. When it comes to a large campaign, big picture thinking is key. Content is still king. Most print designers I know are "big picture" thinkers. Think about it: if the best writers and editors are (or were) in print, then probably so are the best designers. It's in the details.

The Solution

From the articles and blogs that I researched for this topic, the consensus is: the world is changing, the demand from artists is changing and the way we market ourselves--and our clients--is changing. We must change with the demand of the market.

If you are a print designer, it is extremely important to know the basics of Flash, Word Press, 3D programs and what they can do. Otherwise, how can you design for the "big picture?" It is also your responsibility to educate your clients and coworkers on the value of your worth. Otherwise, how will you be considered for the job or project?

The web is a multi-dimensional medium that most print designers should relish. It is complex with many layers and it requires a strategy, much like print. There is a method to the madness and a skill in identifying your customers needs and how to implement them across multiple mediums. To be a good designer, it is important to know your specialty and the necessary software programs. To be a great designer, you have to know a little bit about everything to truly see your vision come to life. Print is not dead and neither are print designers. They must take on a new role and embrace their digital cousin.

Sources:

Design View: Webmisunderstandards by Andy Rutlidge

Is Print Advertising Dead? by Anna Grace

Detroit Graphic Design Examiner: Is Print Dead? by Carla Rosetti

'Ultra-Fabulous' film fest goes beyond drag -- latimes.com

'Ultra-Fabulous' film fest goes beyond drag -- latimes.com

Posted using ShareThis