Chapter 8: Developing Art & Creatives - Building Alignment Through Art

In this chapter we’re going to be going over DEVELOPING ARTWORK for the Brand and WORKING WITH CREATIVES, which can be more dicult and nuanced than you might expect.

Things we’re going to be covering are:

1. Difference in mentality - focus on the common ground.
2. Communication - what does the artist need from you?
3. What to expect from them - communication and deliverables.
4. Template for commissioning designs.
5. Know the style of art you’re looking for.
6. Know the formats you need for the medium you’ll be using (apparel, vehicle wraps, banners, etc.)
7. General cost guidelines - royalties and rights.
8. YOUR responsibilities as the Brand owner (download AI).

Working with a great designer or artist can be one of the most important and rewarding parts of building a brand, the right person can bring your vision to life in ways you may not have been able to do yourself, and become a true asset for the brand. Handling creatives can also become one of the MOST frustrating parts, though.

Here are some tips, and guidelines, on how to navigate the creative world while getting the visuals that the brand needs, maintaining your sanity, and keeping your contacts happy. 

The first thing to understand is that you as the Brand owner/founder likely have a very different outlook on the world than the artist you’re hiring to create designs for you. They probably don’t have the same goals as you, and that’s totally fine and normal, you just need to be aware of the difference up-front as it will make communication so much easier down the line. 

An entrepreneur wants to build a company, an artist usually just wants to be left alone to do art, skateboard or surf, and live their life as free as possible.

There are exceptions, obviously, but in general, this is usually the split between the two mentalities. Both are fine, there is no right or wrong, neither is better or worse than the other, they’re just different. 

Those differences can have an amazingly synergistic effect that can really help to elevate the brand, but they can also create some friction if you’re not careful.

Total guide is 10 pages long and includes a Checklist Worksheet on Page 10.