About Jorge Naranjo (& resumé)
An informal conversation with Creative Director Jorge Naranjo about the challenges, rewards and solutions in the work he does.
Q: Give us a professional overview of yourself:
A: I am a Creative Director with 20+ years of experience. The type of projects I work on have a wide range; web/digital design, video creation, promotional, advertising, branding, editorial, presentations, etc.
Q: What are your primary and complementary skills?
A: My primary skill is to help the client identify and offer the very best visual solution for their project. I do this by doing the proper research, concepting, and then producing. I always start by looking at what competitors are doing, and try to surpass what they’ve done so the client is represented in the best way possible. My complimentary skills are to meet every deadline, have an effective communication throughout the project, and maintain a positive attitude at all times.
Q: What are three new trends in your field?
A: The visual design trends that I’ve noticed recently are bold typography that interact in layers with people (weaving in between or behind), bright colors and gradients, geometrical shapes, and the use of handwritten fonts and condensed type.
Q: How do you deal with new fears, overcome inhibitions and take risks?
A: I’m fearless and inhibited. I’ve always learned just to have fun with design and when appropriate, take it past the edge. It’s always easier to bring it back in and make things a little more mainstream.
Q: What do you see as the correlation between what you do and advertising/promotion?
A: I’ve had several opportunities to work with both advertising and promotional materials. One of the funnest projects that I’ve worked within is creating Key Art and Launch Kits for all new movies and TV shows for Nickelodeon. I’ve also promoted several brands (Netflix, Timex, AARP, Walmart, Pepperidge Farms, Kenneth Cole, Lenovo, etc.) digitally through social media.
Q: What are the tools that you're using most regularly in your work?
A: Adobe Creative Suite (Photoshop, Illustrator, InDesign) and PowerPoint.
Q: How much hands-on production do you involve yourself in?
A: It can be anywhere between 0% to 100%, depending on the size and type of project, as well as budget. I am as happy leading and inspiring Art Directors, Designers, Copywriters, Photographers, Illustrators, Project Managers, etc. as well as solely working on a project from start to finish. As a matter of fact, I enjoy the variety.
Q: What was the most challenging project you’ve ever worked on? How did you handle it?
A: One of the most challenging projects that I’ve worked on is while I was at Nickelodeon, I was managing up to 12 movies and TV shows launching around the same time and in different stages. I had to be extremely organized in terms of delineating every single project and define what needed to be done for each, and carefully meet every deadline.Another very challenging project while at Zeno Group, I was leading a team of 13 Full-time and freelance designers working from 9am to midnight on several projects, and making sure each person had everything they needed in order to get their project done.
Q: What debrief questions do you like to ask clients at the beginning of projects?
A: Very importantly, it’s good to know the budget upfront, as well as timing so I can make sure I set up the right type of staffing if it’s a larger project. I also like to find out how much of a clear vision do they have for the project they need, as well as how much freedom do I have to explore versus how much do they want to control the project. There are some simple questions that help, such as if they have seen something that has inspired them or that they admire so we know which way they might want to go. Also, any favorite colors, or colors they dislike. Even though I encourage clients to separate their personal feelings and preferences to the project, sometimes it’s also good to hear of they have strong likes or dislikes towards certain design elements, especially when it comes to creating a new brand.
Q: How do you begin to develop the ideas that go into your creative product?
A: I do tons of research before I start any projects. What are the competitors doing? What I can I do that’s different, yet relevant, and most importantly, better? What fonts, colors, and style of layout best represent what they need? What are some current trends that may help?
Q: How do you effectively communicate your vision to clients?
A: The most important part is that initial call or meeting, getting all the proper information. Once that’s done, then it depends on the project. If I’m creating a logo, I like to provide with three different options for them to choose from. If I’m creating a video, I like to show storyboards for them to sign off on. If it’s a website, I like to show the homepage before creating the secondary pages.
Q: What do you look for in young creatives when building a team?
A: I love someone who has passion and energy. Someone who’s willing to take risks and challenges, yet listens and focuses. Also someone who’s careful with their time, someone who allocates the right amount to experiment, but then reserves enough time to execute.
Q: As a leader, how do you create a peer culture?
(How do you encourage your team to help each other to produce their best work?)
A: I give them clear direction on what the project is. We brainstorm together to identify certain solutions. Whenever needed, I give them good visual examples for inspiration. Other times, I look back at what they’re doing and help them see what’s working and what’s not working. Many times when creatives are working very closely to their projects for a long time, they tend to stand back and take a break to see what’s working and what’s not.
Q: How do you foster collective creativity?
A: The most important part is brainstorming and concepting, so everyone has a chance to give their ideas and input. We get to see what’s different, and what’s in common. We all take votes on what works. If it is an assignment that includes more than one Art Director or Designer, we gather after the first round and everyone has a chance to present their solution. We help each other out during these sessions. At the end, it’s not about individual success, it’s about finding the best solution for the client.
Q: How do you give constructive feedback to your team?
A: I first ask the what do they feel is working and what’s not. What are they passionate about and why. Most times they know the answer. If they’re ever stuck, then I offer them different avenues of research to find inspiration. I always try to inspire them and focus on what’s working right so they can feel optimistic in finding the best visual solution.
Q: Who is your ultimate source of inspiration?
A: When I was young my parents adopted a Prince called Hein. His parents were the King and Queen of the Netherlands and wanted him to be raised in a humble environment by normal people. I see him as my daily inspiration, he is the best designer I have met. Hands down.