![]() ![]() It is the art director's role to identify and understand the different flavours each member brings to the team, and then carefully infuse them to complement one another." "The role of the art director could be compared to that of a chef, fusing together ingredients to produce a menu of delightful dishes," he explains. "All designers inject their individual personalities, tastes and style into their work. However, according to Fenton, an art director's primary concern is to inspire and guide their team. One key aspect of the art director role is that of management: for example, critiquing people's work, working to deadlines and budgets, and (on occasion) disciplining any designers who have become lazy. We need to make sure our team is empowered and grounded, whilst being excited and inspired to push boundaries Claudia Morris, B&B Studio We need to maintain a culture where the team feel nurtured and free to be the best they can." "We need to make sure our team is empowered and grounded, whilst being excited and inspired to push boundaries. "We create a culture of exploration and experimentation, but equally one where we are guided by the brand strategy and creative brief," sums up Claudia Morris, design director at B&B studio (opens in new tab). But how relevant is all of this to the job we do?" What does an art director do? "And to add to the confusion, descriptions like 'Web Ninja', 'Pixel Guru' and 'Creative Wizard' infiltrate our world as well. "Designer, art director, creative director – all these titles are necessary to create a structure within agency departments, for the client's benefit, and for the recruitment process," counters Theolin. Indeed, there is a bit of a backlash surrounding job titles in the creative community – after all, accurately summing up someone's role in one or two words is surprisingly tricky, and in many companies, employees will take on a number of different tasks within their day-to-day structure. Robot Food refreshed Mr Kipling's branding to help it enter a new, international market īen Brears, strategic design director at Robot Food (opens in new tab), points out that 2019 agency models have become more fluid, and individual roles have become less defined. ![]()
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