What is art direction? Definition and key responsibilities

Defining art direction

In a design project, art direction is the management of all design aspects of the project. An art director is responsible for coordinating and supervising the work of designers, artists, and other creatives who are working on the project at hand.

Art direction deals with all forms of visual media, but not just the creation of it. An art director may have a hand in photography, web design, logo creation, or billboards. They act as a liaison between the artistic team and the clients, and frequently communicate information about a project from one side to the other side, including client feedback. With information from a client and a design brief, they set parameters for a team to work within and the tone for a given project.

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Art direction is the management of an artistic project, acting as an intermediary presence between a design team and a client, and driving internal artistic decisions while implementing external feedback.

What is an art director?

An art director is not always an artist, though they are required to have expert knowledge of all sorts of visual mediums. Instead, think of an art director like a film director. While not an actor, a set designer, makeup artist, or lighting designer, a film’s director is responsible for the final cut of the film and for getting the most out of the cast and crew. So, what does an art director do? An art director takes a similar role as a film director: they’re not the one using specialized software to create graphics or editing photos or HTML—though they are often very talented artists and designers themselves—but they know how to get the best results and they’re a leader of the design team for a given project.

What’s the difference between creative direction vs. art direction?

Creative direction is often more about brand strategy and big-picture thinking, while art direction focuses on visual strategy in particular. If you’re considering whether to be a creative vs. art director, for instance, ask yourself whether you’re more interested in driving strategy across disciplines or bringing visual ideas to life.

How to establish your own art direction

Art direction is a form of project management that bridges the gap between different teams and people who are working on a design. If you are working as an art director or want to go down that road in the future, you will need to establish your own style of art direction so that you can stay on top of the design aspect of a project while still meeting all the needs of the business and your clients.

Things to consider when acting as an art director on a creative project:

• Logistics. When a new project lands on your desk, one of the first things you’ll need to think about is how you’re going to get it done and who is going to help you. You’ll need to consult your design brief to understand the details of the project, the deliverables, the budget, and the timeline. The art director is responsible for keeping artists and designers on task and for managing client expectations, so an aptitude for logistics is crucial. Art direction creates visual solutions for any strategy or customer, which requires the flexibility and creativity to find a solution that fits a customer or client’s needs. An art director may also create an art direction style guide to maintain standards across teams and projects.
• Artistic inspiration. Most art directors are gifted artists themselves. They may be painters, graphic designers, or photographers. Whatever their creative background may be, they’ve also proven to be skilled at managing others and meeting with clients. However, an art director comes up with the artistic vision that defines a project, which is then carried out by designers. To be a successful art director, you must be skilled at connecting with others, telling stories, and eliciting feelings that reach any audience. Being able to tell a visual story for your clients and get your designers on the same page is crucial for direction in art. The ability to find artistic inspiration while leading and mentoring others is part of what defines success as an art director.
• Organization. A disorganized art director will not be able to complete a project on time or within budget. You’ll need to determine how to use your client’s budget to complete the job. If you’re just starting out, a budget template can help you see where to allocate your funds. You’ll need to refer to your design brief for an overall timeline and set an internal timeline for your designers to ensure that work is done in a timely fashion and that there’s some time built in for revisions. A shared calendar on Microsoft Outlook can help keep your whole design team on track.
• Feedback. An art director acts as a mentor to their team. Because the director is responsible for creating and maintaining the creative vision for a project, artists and designers are constantly submitting work for feedback. Work is then shared with a client, who may have their own opinions. An art director must be prepared to give and receive regular feedback over the course of a project. It’s a crucial component that ensures that everyone is doing their best work and is pleased with the outcome. Being able to give and receive feedback constructively is necessary for someone who is looking to develop their own style of art direction.

An art director is the liaison between the client and the design team, keeping a project moving on time and within budget and maintaining a consistent artistic vision. Art direction is an essential part of any design-based project and requires a persona that is organized, creative, and diplomatic.