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HEAD CREATIVE JOB DESC.

Provide leadership for all creative development processes


Manage concepts, oversee and fulfil copywriting responsibilities, and lead all
creative
development processes and executions
Responsible for the quality assurance and for providing guidance within
creative process
Manage multiple projects from concept through to completion
Interpret, gain and communicate insights on the target audience and business
issues
Generate multiple concepts for a campaign or project

2. Creative Strategy Development


Oversee and manage the development and presentation of comprehensive
(multimedia)
creative strategies as per clients brief
Provide full costing , production and delivery schedules
Lead creative sessions for projects
Develop creative programs and design concepts that meet the business
objectives of the
organization and that are in line with the brand strategy
Responsible for involving team in generating ideas for pitching and proposals

3. External Resources
Recruit and manage third party design and related firms as well as internal
design
resources.
Develop, maintain and manage critical supplier relationships

4. Team Management
Supervise and inspire the creative team
Develop new and improve existing systems and processes to work effectively
Oversee all creative projects (responsible for the overall quality of work
produced by the
Creative Division)
Ensure that the right talent is appointed.

Manage team performance, training and development.


Instil staff discipline and lead by example

5. General Duties
Must be willing to perform any other reasonable and lawful duties as assigned
by the
management and ensure that it is performed on time and correctly.

SENIOR BRAND DESIGNER JOB DESC.


1. Creative Production
Deliver finished new media solutions and artwork for production, publication
and/or
placement
Ensure that all creative material is provided in correct format for publication
within
given time frames and budgets
Develop and manage creative digital projects including website maintenance
Work closely within the Design team to ensure a collaborative approach to
design
Work under own initiative within the artistic ethos set by the Head Creative /
Creative Director
Coordinator

2. Major Work Management


Ensure all round compliance of creative material to all Brand elements such as:
o Look and feel
o Brand attributes
o Values
o Corporate and visual identity
o Brand Value Proposition
Provide quality control over concepts and projects to ensure brand consistency

3. General
Must be prepared/willing to do any reasonable and lawful instruction/task and

ensure that it is normally carried out on time and correct.

BRAND DESIGNER JOB DESC.


1. Creative production
Assist Senior Brand Designer with the production of corporate and
product/services
marketing materials
Work closely within the Design team to ensure a collaborative approach to
design
Produce finished creatives and artwork for production and/or placement by
ensuring
that all creative material is provided in correct format for publication including
file
preparation and output, prepress, and printing
Ensure that all creative material is provided in correct format for publication
within
given timeframes and budgets

2. Brand Compliance Management


Ensure all round compliance of creative material to all Brand elements such as:
o Look and feel
o Brand attributes
o Values
o Corporate and visual identity
o Brand Value Proposition
Provide quality control over concepts and projects to ensure brand consistency

Brand Strategy workflow


I would like to propose a workflow for the brand strategy. While I don't want to get
bogged down in "talk talk talk" and never do, it's helpful to have a process and a
framework of what needs to be done so that it is useful and long-lived. Let's spend a few
hours figuring out the direction Drupal should be moving first, then put the pedal down.

Here's the way I have done this in the past:


PURPOSE:
First, let's define our purpose: We are working on the Branding of Drupal so that we can
_____________ Drupal faster than it is _______________ing now.
Is that grow/grow? Is that why we are branding Drupal? Are we happy with faster growth
or is there some other higher purpose that we are called to? It could be helping people,
turning a profit, expanding the web, mobile, what? Why are we doing this?
1.

BACKGROUND
Who is our target group? What are their demographics? Psychographics?
Who are our competitors and what do they do particularly well?
Who are our "mindset" competitors that we need to overcome? (For example, "I think
Drupal has a steep learning curve.")
What is it that Drupal does so well? How are we better than any other similar product?

2.

DEFINE SUCCESS
What is our definition of true success for Drupal? How do we measure it?
What is the distance between where we are today and that success?

3.

POSITIONING
Now that we know the target group and our success definitions, we need to get down to
the positioning of our product and community.
What are the key motivations for our target group? Rank them from highest to least.
What is the highest ranked motivation that Drupal can fill?
What is the most powerful supporting characteristic of Drupal that proves that Drupal can
fulfill that motivation?
What is the most accurate personality with which our brand can speak those supporting
characteristics?
Finally, write the core positioning statement.

4.

CORE POSITIONING STATEMENT


Usually an inward facing doc (and it's fair to say that most new people to Drupal will
never see this group) the core positioning statement is the main idea behind a branding
campaign. It's the idea from which all future ideas and decisions flow. It goes something
like this:
The benefit to CORE TARGET to use Drupal is that Drupal is the
BEST/FASTEST/EASIEST/ETC. way to FULFILL SOME NEED. This is true because Drupal
SOME KILLER BENEFIT HERE.
Usually, this takes about 4 hours with me in a room with the senior management of a
company. With Drupal, it's a different story and there are many stakeholders. But, I
believe that if we try to stick to this process we will see some pretty amazing things
come out of this exercise.
After this is complete, that is when we move into the more visual aspects of branding.
Things like naming the product (Drupal - duh, I don't think we're going to change it) to

the logo, tagling, typeface/s, signage, presentation templates, website design, colors,
sounds, welcome email, ads, trade shows, press releases, etc.
Here's the key: every single branding element that we produce has to feed the
core positioning statement. Not kind of or sort of, it has to speak directly and
clearly to one thing. By doing this, each dollar spent (or time) is worth
increasingly more than each previous dollar. THAT'S HOW BRANDING WORKS!!
It's the cumulative value that is put into a brand over time that makes
McDonalds, Apple, Porsche, etc. all worth so much. Not a one-time effort on a
logo or some collateral.
Hopefully, you can see that this foundational work is critical and can greatly enhance the
outputs. Get the positioning statement right and the rest flows naturally and easily. There
is a lot of detail to this process that I'm leaving out or we'll really get bogged down. I
know that I'm going to need to shepherd us through it. I will do my best to follow the
Drupal collaborative way.
I'm curious to hear your comments and questions. Go ahead and see if you can answer
some of the sections I talked about. Let's see where we are.

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