Art Director

Title: Art Director (WORD version ) (Customer diagram)

Industry: Direct Mail

Function: Advertising

Value-Added Results/Weights Performance Standards

Design services (50%)
• National and international advertising

• All publication deadlines are met.

• Vendor costs are within budget.

• Budgeted hours are within ±10%.

• Supervisor is satisfied with the following:

• Style is contemporary and not dated.

• Use of type is appropriate.

• Quality of photo or art is high.

• Overall quality is comparable to competitors’ ads.

• Message is clear to the reader and uses a creative approach.

• Ad uses graphic standards consistent with the corporate identity standards manual.

• Exceeds = Design is unique and breaks new ground, is award-winning or is copied by competitors .

• Client is satisfied with the following:

• Image conveyed to the public is the image upper management wants to convey.

• Message is clear (copy and graphic support each other).

• Important "buzzwords" appear in the copy.

• Details in the ad are up-to-date and truthful.

• Corporate identity is in the ad.

Graphic arts vendors results (30%) • Quality of the product meets client’s and supervisor’s expectations.
• Exceeds = Getting vendors really excited about the project and willing to do portfolio-quality work for less money than they usually charge.

• Agreed-upon budget is met.

• Agreed-upon deadline is met.

Advice and options on design issues (10%) • Supervisor is satisfied with Art Director’s advice (based on observation of meetings between client and Art Director)
• Client agrees that Art Director understands what is wanted.

• Client accepts Art Director’s design suggestions.

• The design suggestions will lead to a good design (as judged by the supervisor).

• The design suggestions show creative initiative (unique design ideas are initiated by the Art Director, agreed to by the client and stay within the budget).

• Exceeds = Client says they got more than they expected, and the design exceeded their expectations.

• Created sales promotional materials, direct mail, sales folders, packaging, brochures and fliers • All agreed-upon deadlines are met.
• Vendor costs are within budget.

• Agreed upon budgeted hours are within ±10%.

• Supervisor is satisfied with the following:

• Style is contemporary and not dated.

• Use of type is appropriate.

• Quality of photo or art is high.

• Overall quality is comparable to competitors’ materials.

• Message is clear to the reader and uses a creative approach.

• Materials use graphic standards consistent with the corporate identity standards manual.

• Exceeds = Design is unique and breaks new ground, is award-winning, is copied by competitors, or results in good measured response on direct-mail piece.

• Client is satisfied that the:

• Image conveyed to the public is the image marketing management wants to convey.

• Message is clear (copy and graphic support each other).

• Important "buzzwords" appear in the copy.

• Details in the materials are up-to-date and truthful.

• Corporate identity is in the materials.

• All agreed-upon deadlines are met.

• Logo designs • Supervisor is satisfied that the logo:
• Reproduces well in various sizes and in 3 dimensions.

• Can be used as one color, line art and half-tone versions.

• Conveys the function of the product.

• Has a strong identity and reads well.

• Uses type in a unique manner.

• Has high quality art.

• Exceeds = award winning design, people say they are excited about using it, has a 10 year longevity, gets public recognition without the text.

• Client is satisfied with the following:

• Image conveyed to the public is the image the client wants to convey.

• Message is clear.

• Logo is easily recognizable.

• Typeface matches the personality of product/program.

• Vendor costs are within budget.

• Agreed upon budgeted hours are within ±10%.

Client and supervisor informed of project status (10%)
• Budget

• Schedules

• Client and Supervisor understand the status of all projects

• All details of the jobs are addressed.

• There are no surprises for either the client or supervisor.

Customer Diagram: Art Director

Value-Added Results/Weights	Performance Standards
Design services (50%) • National and international advertising	• All publication deadlines are met. • Vendor costs are within budget. • Budgeted hours are within ±10%. • Supervisor is satisfied with the following: • Style is contemporary and not dated. • Use of type is appropriate. • Quality of photo or art is high. • Overall quality is comparable to competitors’ ads. • Message is clear to the reader and uses a creative approach. • Ad uses graphic standards consistent with the corporate identity standards manual. • Exceeds = Design is unique and breaks new ground, is award-winning or is copied by competitors . • Client is satisfied with the following: • Image conveyed to the public is the image upper management wants to convey. • Message is clear (copy and graphic support each other). • Important "buzzwords" appear in the copy. • Details in the ad are up-to-date and truthful. • Corporate identity is in the ad.
Graphic arts vendors results (30%)	• Quality of the product meets client’s and supervisor’s expectations. • Exceeds = Getting vendors really excited about the project and willing to do portfolio-quality work for less money than they usually charge. • Agreed-upon budget is met. • Agreed-upon deadline is met.
Advice and options on design issues (10%)	• Supervisor is satisfied with Art Director’s advice (based on observation of meetings between client and Art Director) • Client agrees that Art Director understands what is wanted. • Client accepts Art Director’s design suggestions. • The design suggestions will lead to a good design (as judged by the supervisor). • The design suggestions show creative initiative (unique design ideas are initiated by the Art Director, agreed to by the client and stay within the budget). • Exceeds = Client says they got more than they expected, and the design exceeded their expectations.
• Created sales promotional materials, direct mail, sales folders, packaging, brochures and fliers	• All agreed-upon deadlines are met. • Vendor costs are within budget. • Agreed upon budgeted hours are within ±10%. • Supervisor is satisfied with the following: • Style is contemporary and not dated. • Use of type is appropriate. • Quality of photo or art is high. • Overall quality is comparable to competitors’ materials. • Message is clear to the reader and uses a creative approach. • Materials use graphic standards consistent with the corporate identity standards manual. • Exceeds = Design is unique and breaks new ground, is award-winning, is copied by competitors, or results in good measured response on direct-mail piece. • Client is satisfied that the: • Image conveyed to the public is the image marketing management wants to convey. • Message is clear (copy and graphic support each other). • Important "buzzwords" appear in the copy. • Details in the materials are up-to-date and truthful. • Corporate identity is in the materials. • All agreed-upon deadlines are met.
• Logo designs	• Supervisor is satisfied that the logo: • Reproduces well in various sizes and in 3 dimensions. • Can be used as one color, line art and half-tone versions. • Conveys the function of the product. • Has a strong identity and reads well. • Uses type in a unique manner. • Has high quality art. • Exceeds = award winning design, people say they are excited about using it, has a 10 year longevity, gets public recognition without the text. • Client is satisfied with the following: • Image conveyed to the public is the image the client wants to convey. • Message is clear. • Logo is easily recognizable. • Typeface matches the personality of product/program. • Vendor costs are within budget. • Agreed upon budgeted hours are within ±10%.
Client and supervisor informed of project status (10%) • Budget • Schedules	• Client and Supervisor understand the status of all projects • All details of the jobs are addressed. • There are no surprises for either the client or supervisor.