An Art Director is a conceptual role typically found within agencies. The Art Director will often be paired with a Creative Copywriter. Their job is to create concepts and then work closely with the rest of the creative team (especially Designers) to deliver those concepts into creative collateral. An Art Director could be above the line, below the line or fully integrated into delivery. The Art Director is a senior and often leadership position within the agency team. Art Directors are often good illustrators, handy with a pencil and pad – able to sketch and scamp ideas when needed. Some Art Directors prefer to focus on the conceptual aspect whereas others will be confident visualising their designs.

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A career in artworking can be based within an agency environment or in-house, working directly for a business. The role is a varied and detail-orientated one that involves reviewing creative concepts and reworking the design to fix colours, typography, consistencies and making the file ready to launch whether for digital channels or as part of printed media.

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A career as a Copywriter could be in-house or within an agency. Some Copywriters will be conceptual in their work whereas others will work with pre-defined ideas and just re-write or amend existing copy. A copywriter could find themselves delivering writing for campaigns, working within publishing, creating taglines or the tone of voice for a particular brand or producing digital content (blogs, social media etc).

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A career in creative direction is typically an agency role, but you can also work directly for one business. A Creative Director is responsible for defining the creative direction across a range of channels as well as being a crucial part of the senior or exec team. A Creative Director could work across a wide variety including advertising campaigns, branding, digital (web, social, direct marketing, user interface, app). They could be above the line, below the line or fully integrated in delivery. As a managerial position, the Creative Director will usually head up a multi-disciplinary team of Artworkers, Copywriters, Designers and Art Directors.

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A career in design involves executing creative ideas that could take the shape of brand materials, campaigns (online, offline or integrated), digital, web, user interface, app or product. This is an agency and in-house role. In-house, a designer will often be embedded within the marketing department or internal creative studio. As part of an agency they will work closely with the rest of the creative team (including Designers, Artworkers, Copywriters, Art Directors, Creative Directors). The Designer has many titles, these will usually be determined by the channel they work on or their specialism (i.e Graphic Designer, User Interface Designer etc).

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A digital design career involves creating designs for online channels; this could be websites, microsites, email campaigns, digital advertising, motion graphics, app design (Android or iOS) or specific user interface design. Infographics and digital documents could also fall under digital design in some cases.

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Service design focuses on the interaction between a service and it’s end user and looks to improve the quality of communication and infrastructure in innovative ways.

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UX is a well established but fast-changing profession. As a UX specialist you could realistically have a number of different titles, depending on the specifics of the role, the UX maturity of the business and the output needed in the role. You could be called a UX Consultant, a User Researcher, a UX Designer a Service Designer as well as a number of other titles.

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