It’s Not About Picking the Right Font. It’s About Picking the Right Fight.

A lot of people think creative direction is about taste.

Sure—taste matters. A creative director with great instincts and a sharp eye can elevate the work. But taste alone won’t get you across the finish line.

Because creative direction isn’t just about aesthetics.

It’s about leadership.

So what does a great creative director actually do?

They make the hard calls when no one else will.

They set up systems that move good ideas forward—and kill weak ones before they waste time.

They help teams navigate the chaos of feedback loops, shifting priorities, and tight timelines.

In short: they bring clarity when everything feels messy.

Why “taste” isn’t enough.

Taste can help you spot what’s wrong.

Direction helps you fix it.

Taste can get you excited about an idea.

Direction gets it across the line.

Taste is passive.

Creative direction is active.

If you’ve ever worked on a team that kept revisiting the same problem again and again, you weren’t lacking talent. You were missing leadership.

You were missing someone to say:

“This is what we’re solving for.”

“This is what done looks like.”

“This is the next best move.”

Design is a team sport—and teams need direction.

That’s why great CDs don’t just polish the final product.

They create the environment that makes great work possible.

They defend the vision.

They protect the team.

They keep the process moving without letting it become a creative free-for-all.

So if you’re a founder trying to scale your brand…

Or a designer hoping to level up to creative leadership…

Don’t just focus on making things look good.

Learn how to lead the work.

Because without strong direction, you’re not designing.

You’re guessing.