As I sit here slapping away on my keyboard, I can't help but reflect on the whirlwind of events that brought me here. It was only six or seven months ago that I made the life-altering decision to move to Los Angeles, leaving behind everything that was familiar to me. I’m now a Director of Product Design and I've been tasked with leading creative teams and bringing ideas to life through design. And yet, in this new city, I am just a small part of a vibrant, creative community that is constantly pushing the boundaries of what design can do.
Like Albert Camus once said, "In the depth of winter, I finally learned that there was in me an invincible summer." Moving to LA was my own invincible summer - a decision that pushed me out of my comfort zone and into a world of endless possibilities. Every day is a new adventure, a new opportunity to connect with other designers and creative thinkers, and to challenge myself to create work that truly resonates with audiences.
Aspiring to become a director in today's world of homogeny and cliché could be considered a bold and audacious move. It requires a creative mind that is not afraid to take risks, push boundaries and challenge the status quo. But the path to becoming a director is far from easy, and it requires a combination of talent, hard work, and a willingness to learn and adapt.
So, you think you have what it takes to become a director? Here are some insights into the world of visual design, drawing from the latest cultural research, to help you on your journey.
Firstly, it is essential to understand that visual design is not just about making things look pretty. It is about creating a unique visual language that communicates a brand's identity, message and values to the audience. However, too often, visual design is used as a tool to reinforce existing cultural norms and stereotypes, rather than to challenge them. This is where homogeny in design comes into play, and it is a real threat to creativity and innovation. Many brands today are more focused on playing it safe and sticking to what has worked in the past, rather than taking risks and experimenting with new ideas.
One way to break out of this homogeny is to draw inspiration from diverse cultures and art forms. By looking beyond your immediate surroundings and exploring different cultures, you can develop a unique perspective on visual design that is both edgy and authentic. For example, the street art of Jean-Michel Basquiat, with its bold and raw aesthetic, can be a source of inspiration for creating unique brand identities. Similarly, the avant-garde fashion of Rick Owens, with its dark and otherworldly style, can be a starting point for designing edgy digital products and UX.
Another crucial aspect of becoming a director is to stay up to date with emerging visual design trends. In today's fast-paced world, the line between digital and physical design is becoming increasingly blurred. Directors play a crucial role in creating and leading the visual design of a brand, product, or company. In order to be successful in this role, it is important to have a deep understanding of current visual design trends, as well as the ability to recognize when it is necessary to break away from those trends. Visual design trends are constantly evolving, influenced by factors such as technology advancements, cultural shifts, and consumer behavior. As a director, it is important to stay up to date with these trends in order to create designs that are both visually appealing and relevant to the target audience. However, blindly following trends can lead to homogeny in design and a lack of differentiation among brands.
To avoid this, directors need to have the ability to recognize when a trend is overused or no longer relevant to their brand or product. They must be able to balance the desire for a modern and trendy design with the need to create a unique and memorable visual identity. This can involve pushing boundaries and taking creative risks to create a design that is not just trendy, but also distinctive and memorable.
Another factor to consider is the target audience. While it is important to be aware of current trends, it is equally important to understand the preferences and expectations of the target audience. In some cases, following a trend may not resonate with the audience and could even be perceived as inauthentic or insincere.
Directors must be able to balance the desire to follow visual design trends with the need to create designs that are unique, memorable, and authentic to the brand or product. This requires a deep understanding of the brand identity, target audience, and current design trends, as well as the ability to think creatively and take calculated risks.
However, to succeed in this rapidly evolving landscape, you need to be willing to adapt and learn. This means being open to new ideas and approaches, even if they go against your existing beliefs and assumptions. It also means being willing to experiment and take risks, even if it means failing occasionally. The key is to stay curious and never stop learning.
Becoming a design director in today's world requires a combination of talent, hard work, and a willingness to take risks and challenge the status quo. By drawing inspiration from diverse cultures and art forms, staying up to date with emerging trends, and staying curious and adaptable, you can develop a unique perspective on visual design that is both edgy and authentic. So, do you have what it takes to become a director? The answer is yes, if you're willing to put in the work and push the boundaries of what's possible.
Some direction for stepping towards the role:
Gain experience: Before becoming a design director, it is important to have relevant experience in the field of design. This experience could be gained through internships, freelance work, or full-time positions. It is important to work on a variety of projects to gain a wide range of skills and knowledge.
Build a portfolio: A portfolio is essential for showcasing your work to potential employers or clients. Your portfolio should demonstrate your skills and abilities, and showcase a range of projects that you have worked on.
Develop leadership skills: As a design director, you will need to lead a team of designers and other creatives. It is important to develop leadership skills, such as communication, collaboration, and delegation. These skills will help you manage your team effectively and ensure that projects are completed on time and to a high standard.
Stay up-to-date with design trends: Design trends are constantly changing, so it is important to stay up-to-date with the latest developments in the industry. This can be done by attending industry events, reading design publications, and following influential designers and design firms on social media.
Network: Networking is a crucial part of any career, and design is no exception. Attending industry events, joining design organizations, and building relationships with other designers and creatives can help you stay connected with the design community, learn about new opportunities, and establish yourself as a leader in the industry.