Can You Become an Art Director if You Aren’t a Designer?

When I entered the business world in the 1970s, there was a clear distinction between an Art Director and a Graphic Designer. An Art Director, often the first line of management in an advertising agency, oversaw the creative direction of ad campaigns for print, radio, and television. They worked closely with copywriters, account executives, and production managers to manage budgets and coordinate with typographers, illustrators, photographers, and commercial filmmakers. On the other hand, a Graphic Designer typically worked in a design firm, collaborating with a creative team on projects for clients requiring branding, packaging, publications, catalogs, signage, annual reports, and exhibition design. While you can certainly become an Art Director without being a Graphic Designer, the lines have become blurred in the age of digital design, making it more common for one to wear both hats in small agencies and firms.

Art vs. Commerce in the Art Director’s Role

Although 'art' is in the title, the role of an Art Director is more about commerce and advertising than art history or visual culture. Therefore, having a deep expertise in these areas is crucial. In my experience, companies do not ask where you went to college or your degree, but your portfolio and ability to discuss it are scrutinized. This highlights the importance of building a strong portfolio, even if you did not formally study design.

Alternative Pathways to Becoming an Art Director

If you do not have a portfolio to showcase your work, it can be challenging to secure a position as an Art Director. However, if you have exceptional selling skills, there are opportunities for you to join a company and help them develop ideas. This would be a significant advantage, as companies often look for individuals who can generate innovative ideas without necessarily having the technical skills to execute them. It's also been my experience that Art Directors can come from diverse backgrounds, such as English Literature and Fine Art. Creativity and the ability to come up with compelling ideas are highly valued, as they can lead to success in the role.

Skills and Expertise Required for Art Directors

Art Directors are expected to have a good working knowledge of Adobe Creative Suite (CS). While it is not always necessary to be able to take work to the final artwork stage, most companies would prefer candidates who have a strong understanding of the design process. If you cannot achieve this level of technical capability, your portfolio must demonstrate a history of creating innovative and effective campaigns. A combination of incredible ideas and design skills would be highly sought after.

While it is possible to excel in the role of an Art Director without formal design training, it is important to understand the expectations and the skills required. Building a strong portfolio, honing your conceptual and design skills, and developing your selling abilities are crucial steps in becoming a successful Art Director.