Level

Skills

Portfolio

Years

Good general graphic design skills. Good eye for layout, type, and color. Understands projects on a tactical level (design, production, basic supervision, and project coordination). Can display conceptual ideas either as rough pencil sketches or in electronic form.

A wide range of low- or mid-budget work, mostly designed as well as art directed by this individual. May have significant percentage of spec work in portfolio. 2-color and some 4-color experience.

II

As above. Also, experienced at conceptual brainstorming with writers. Can sketch rough storyboards that are clear enough to be followed by a comp illustrator. Can orchestrate a wide range of vendors and staff, but may not have experience taking responsibility for large-budget items. Understands tradeoffs for different reproduction methods. Experienced at checking contract proofs and supervising press runs.

Mid-budget projects and campaigns, some of which involved supervising other designers. Rough pencil sketches and marker storyboards to show conceptual abilities. Portfolio consists mainly of actually produced 2-color and 4-color work.

2–3+

III

As above. Also, manages and takes responsibility for large-budget items (e.g., high-end vendors, large-quantity press runs, etc.). Art directs complex photo shoots—both on location and in photographers’ studios. Knows about many different illustrators’ styles and which styles are appropriate to different projects. Understands different trends and “looks” in graphic design, but has a thoughtful and flexible approach (does not pick just one currently fashionable design style and apply it to everything regardless of context). Extensive experience on press. Management experience includes supervising other designers and production artists.

High-budget printed projects and campaigns, many of which involved supervising other designers. Probably some video reels with accompanying storyboards. Web URLs.

3–5+

At this level, “Art Director” and “Creative Director” may be virtually synonymous. Creative conceptual initiator. Strategically oriented: Relates design work to clients’ overall business plans and goals. Communicates effectively and gracefully with clients. Exceptional presentation skills. Can interact and brainstorm well with creative directors, senior marketing executives, and other team members. Often helps account managers with new business development. Management experience same as above.