Designer Roles

ART DIRECTOR

The art director establishes the conceptual and stylistic direction for all design staff and orchestrates their work, as well as the work of production artists, photographers, illustrators, prepress technicians, printers and anyone else who is involved in the development of a project. The art director generally selects vendors and, if there isn’t a creative director on staff, has final creative authority.

 

BRAND MANAGER

A Brand Manager is tasked with planning, developing and directing marketing efforts to increase the value and performance of a specific brand, service or product. A Brand Manager ensures the creation of consistent, powerful brand messages and experiences relevant to a client’s target audience(s) and focuses on developing a brand’s profit and loss performance, image and positioning compared to competitors.

 

COMMUNICATIONS OR MARKETING MANAGER

A communications or marketing manager develops and manages the marketing and/or communications strategy, planning and execution for a company, product or service, integrating activities with product or service managers and guiding the research and analysis of market data. A marketing manager may also be responsible for advertising, promotions, events, communications and social media, as well as integration with public relations.

 

COPYWRITER/EDITOR

A copywriter writes, edits and proofs promotional or publicity copy for print or electronic publications. At higher levels, copywriters are often responsible for strategic and conceptual development of messages and stories.

 

CREATIVE/DESIGN DIRECTOR

A creative director or design director is the creative head of a design firm, advertising agency or in-house design department. In all of these areas, key responsibilities can include the development of graphic design, advertising, communication and industrial design.

 

CREATIVE/DESIGN SERVICES MANAGER

A creative manager or design manager manages the creative staff, evaluates its work, ensures that projects meet the requirements of the design brief and are completed on time and within budget. A design manager may work in a corporation and manage the hiring of design firms and the use of their design services.

 

GRAPHIC DESIGNER

A graphic designer is responsible for the design of graphic applications such as collateral material, environmental graphics, books and magazines, corporate identity and branding, film titling and websites, from concept to completion

 

GRAPHIC DESIGN EDUCATOR

Graphic design educators transmit their skills and knowledge to students in post-secondary design programs. They implement effective educational strategies through course and curriculum development, assessment methods, course management and act as a liaison with industry.

 

OWNER, PARTNER, PRINCIPAL

An owner, partner, principal or VP holds an equity position and/or has major business responsibility for a firm with employees.

 

PRODUCTION MANAGER

A production manager is responsible for managing the process (bids, scheduling, production and delivery) of producing design projects, from concept through production, including photography, separations, press work as well as digital production

 

SENIOR GRAPHIC DESIGNER

The senior graphic designer is responsible for the design of solutions from concept to completion. In some firms, a senior designer directs the work of one or more junior designers, who generate comps and create layouts and final art. In some cases, senior designers do not manage staff, but are designated “senior” because of their authority in design decision-making.

 

USER EXPERIENCE/USER INTERFACE DESIGNER

A user experience or user interface designer is responsible for designing websites and applications that support user-centred design principles. They understand best practices in interface development to support how users behave. Working in tandem with UX/UI developers, the designer requires insight into information architecture, interaction and interface design, and the design process.