When working for a client, the first priority should be communicating the client’s message. When you put the message first, and then put it in an award-winning package, that’s when the art director is at thier peak. The way to achieve this can be tricky. The temptation to be avant-garde first and then see if you can somehow work in the messaging can be overwhelming, especially for a young designer.

Here are 3 principals for keeping your work artistic yet client driven. Following these principals can give you a better understanding of your work, the creative process and how it relates to and represents both you and your client.