The Shift from “Creative Design” to “Strategic Design Roles”

For an employee of an organization or a freelancer working individually, the shift from ‘Creative Design’ to ‘Strategic Design’ roles is a significant one. While it may not seem like a big change on the surface, mainly because both roles are intrinsically associated with the design, it is, however, a major change for the individual.

The shift from Creative to Strategic design relies fundamentally on the shift in focus from ‘how’ to create visuals to ‘why’ and ‘what’ to create in visuals. From butting heads with other creative colleagues about getting the aesthetics and design right, one simply has to change his/her approach to design.

In Strategic design roles, they would be integrating multiple factors like business goals, market analysis, and user research, among others. It is there to solve broader problems, which are sometimes deep-lying issues fundamentally wrong with a design output. It focuses on long-term impact. Last but not least, Strategic design roles are key to enhancing communication skills, data analysis, and cross-functional collaboration to guide brand growth and development.

While Creative design roles are more user-friendly and design-friendly, Strategic design roles are more brand and business-friendly. Creative design may satisfy the appeal of a product to a customer, but Strategic design will elevate it to a highly efficient model without compromising the business objectives. It supports the overall vision and not just aesthetics.

Let’s take the example of someone who has made this transition, and what her feelings regarding it are. Emily Vernon is a Brand Strategy leader who helps companies grow in scale with clarity. She transitioned from a Creative designer to a Strategic one in 2020. For her, it was a challenge. Vernon shifted from the appeal-worthy segment to the execution segment of design. However, she maintains that she didn’t lose her creative thought process during this phase.

She emphasized that whether it’s creative or strategic, every designer does strategy work in one form or another. So, one shouldn’t be too worried about this shift. However, it will still be difficult because of the change in atmosphere, your surroundings, your team, your way of approaching a design, and your way of looking at work.

Some of the pointers that will help an individual make this shift are listed below:

• Develop Tools to Inform Your Audience
• Boost Your Written and Verbal Communication Skills
• Contribute Strategic Ideas and Research
• Offer to Write Parts of a Design or Experience Strategies

While it worked out smoothly enough for Vernon, it may be difficult to always work out for everyone if they do not meet the necessary needs.

The key thing to keep in mind during this shifting stage is what are the changes that’s happening. Essentially, three main shifts will happen in your way of working.

• From Execution to Direction
• From Project-based to Vision-based
• From Aesthetics to Impact

One must have a roadmap for design success and not just spend all their time and effort on a single visual asset. Since its strategy, long-term brand growth, and marketing positioning should be on the mind of a Strategy designer. Connecting with the audience on a deeper level and working with all teams (such as Marketing, Finance, and Sales) should be on a priority list for a Strategy designer.

To make this transition, you’d also need to develop a list of skills outside of those required for Creative design. They are as follows.

• Business Acumen
• Research & Data
• Communication
• Strategic Thinking
• Design Thinking

Finally, in spite of Emily Vernon’s suggestions on how to make this transition, you can always follow this step-by-step procedure to make lanes.

• Start with small strategy design grunt work, even while you are working as a creative designer. Help with presentation content and join brainstorming sessions.
• Collaborate with multiple teams and multiple professionals from those teams. Mix and learn from Project Managers, Researchers, Business Stakeholders, etc.
• Work on strategic frameworks and tools to express your creative zeal. Document your thinking.
• Seek mentorships and learn from the best, most experienced strategists in your organization.
• Finally, learn the language that understands business goals, KPIs, and stakeholders’ needs.

This transition may help you with a fresh perspective on design and might provide you with better employment opportunities in a variety of sectors and industries. It is, therefore, not an unhealthy shift and is recommended in some cases. Just make sure your areas of interest and your career desire aligns perfectly with this job role.