Art Direction

By Progression

The ability to imagine, create, communicate and execute against a creative vision.

Level 1

Is able to explore and envision basic visual concepts and narratives, generating and explaining interesting ideas with support.

  • Selling the Dream: You've supported in client/stakeholder-facing pitch or signoff of several pieces of work, and led on a small project.

  • Telling a Story: You've been able to explain your design decisions across several smaller projects, relating them to a broader narrative.

  • Vision: You've explored visual concepts for several small projects, getting feedback before committing.

  • Inspiration: You've gathered inspiration from your surroundings for a basic project, drawing from examples.

Level 2

Is able to create grounded, well-reasoned narrative visual concepts regularly without support. Often brings the best idea to the table in a group setting. Can tell a good story.

  • Telling a Story: You've pitched stakeholders on several projects, carving a narrative that they have understood and bought in to.

  • Vision: You've led visual concepting for several projects, getting feedback before committing.

  • Inspiration: You have a catalogue of inspiration, examples and great work that you are constantly adding to. You've drawn on that over several project.

Level 3

Regularly creates pitch-perfect concepts that both tell the story and delight the viewer. Highly creative and a source of inspiration for the team. Able to pitch concepts in compelling ways.

  • Telling a Story: You've pitched stakeholders or external clients on several large projects, carving a narrative that they have understood and bought in to.

  • Vision: You've led the creative process, establishing a creative vision end-to-end for several successful large projects.

  • Inspiration: Your knowledge of famous and recognised work means you can pull from a vast array of inspiration when working on briefs of all sizes.

Level 4

Makes the whole team more creative, discerning and self-critical when it comes to the reasoning behind their work. Is able to both generate and tell the story of any piece of work, bringing everyone on the journey.

  • Telling a Story: You've created the narrative, including any presentations and artefacts, across the business that all work fits into, making it easy for anyone to justify the work they're doing outside the team.

  • Vision: You've led the creative process across the entire team, carving a creative vision end-to-end across all work ensuring it's coherent and on-brand.

  • Inspiration: You see inspiration where others just see the world around them. You understand humans, psychology and your customer in a way that has allowed you to encourage your team to think in new ways on major projects.

Level 5

Is a renowned art-director, with work featured in industry publications. Speaks, blogs or otherwise represents the industry at large regularly. Actively lifts the creativity of the team and business, helping customers to imagine a better world.

  • Telling a Story: You've proven yourself a skilful story-teller, bringing the whole business, partners and major clients on the journey of major high-risk projects. You guide the team to be braver, understand their audience and think about the narrative.

  • Vision: You've guided the creative vision of the business, bringing other team members on-board and empowering them to create within your world. Your creativity has been recognised within the industry.

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