Creativity is subjective, and navigating the preferences of those who sign off on your work can be a challenge. One of the best pieces of advice for new creatives (from my personal experience) is to create profiles for the people who will be signing off on your work. This simple but powerful habit will save you time, help refine your skills, and elevate your creative output. Let’s dive into why this works and how you can implement it.

Why this tip works

• Creativity is subjective: What works for one creative director (CD) might not resonate with another. Understanding their individual preferences helps you tailor your work more effectively.

• Save time: By anticipating feedback, you’ll avoid repeated revisions and speed up the approval process.

• Learn to see what they see: Over time, you’ll begin to understand their perspective. Without even realising it, you’ll gain and apply the skills needed to meet their expectations.

• Recognise patterns: As you make notes of recurring feedback, you’ll start to see patterns that can guide your creative decisions moving forward.

How to create profiles for creative directors

① Document their preferences:

Start by noting the specific aspects of your work they focus on.
As a junior creative working on movie campaigns, I observed that CDs often commented on:

• Typography

• Skin retouching

• Alignment

I didn’t want to hear the same comments again, so I’ve worked on addressing feedback and perfecting my technique. It took time to build eye and experience but I was able to minimise feedback rounds and streamline the workflow from the beginning.

② Track feedback over time:

Each time you receive feedback, write it down. Over time, you’ll build a profile that highlights priorities. Some common areas might include:

• Colour choices

• Balance and composition

• Visual hierarchy

• Branding consistency

③ Look for patterns:

As you gather data, identify recurring themes. For instance:

• If one CD frequently points out alignment issues, double-check all alignments before submitting.

• If another CD values bold, experimental typography designs, take creative risks with your concepts.

④ Adapt and Evolve:

Different CDs have different tastes, and your ability to adapt is a valuable skill. The more profiles you build, the more versatile you’ll become.

Why this matters

By following this tip, you’ll develop a keen eye for details and learn to anticipate feedback. This not only helps you meet expectations but also makes you an asset to any team. Over time, you’ll gain the ability to:

• Deliver polished work with fewer revisions.

• Build stronger relationships with your directors by showing that you understand their needs.

• Apply these insights across projects, becoming more efficient and effective in your creative process.