What They Don’t Teach You About Being a Creative Director
A behind-the-scenes look at the emotional and strategic layers of creative leadership
Fabien Baron, the legendary creative force behind Calvin Klein, Harper’s Bazaar, and Interview Magazine, is known for focusing on how something feels before how it looks.
Design the feeling first.
That one line reveals everything most people miss about creative direction.
Ask around and you’ll hear:
— “They run the creative team.”
— “They choose the look and feel.”
— “They make the final call.”
All true, on paper. But Baron’s insight cuts deeper:
The best creative directors design emotion — before they design anything else.
Creative directors shape the look, the feeling, and the memory — so the work stays with you long after you see it.
Before the Design Comes the Feeling
Before any colors, fonts, or layouts —
a creative director is asking:
“What should this feel like?”
Exciting? Calm? Bold? Mysterious?
That emotion becomes the foundation.
Good design goes beyond what people see —
it hits them in the gut. They remember the feeling.
It’s More Than Making Things Look Good
Yes, creative directors shape how things look.
But their tools go deeper than software or moodboards.
They use:
— Taste: Knowing what works and what doesn’t
— Emotional radar: Picking up on vibes no one’s saying out loud
— Storytelling instinct: Making sure everything connects in a meaningful way
Think of them like directors in a movie —
but for brands, visuals, and feelings.
People Don’t Follow Design. They Follow Energy.
A creative director doesn’t always create the thing —
but they guide the energy behind it.
Teams move with clarity.
They respond to calm energy and confident direction.
Your presence becomes the atmosphere.
Before the work speaks, you do.
Culture Leads the Work
A good creative director delivers strong projects.
A great one shifts how the whole team moves.
They raise standards.
They build trust.
They create work that people remember
because it looks right, feels true,
and carries meaning.
What No One Teaches You
You don’t need to be the loudest person in the room.
Know when to speak, and when to listen.
Trust your gut — and help others feel confident in theirs too.
Creative directors lead best when they chase what feels honest.
That honesty shapes the vision, the team, and the work.
What Happens Next
Creative direction grows with every project, every choice, every feeling you learn to trust.
If you want to keep exploring how to lead with vision —
how to shape work that means something —
I write about that every week.
–JG
