Michelle Nault is an independent creative director from St. Petersburg, Fla., with more than 18 years of experience in the media industry. She has worked in creative positions at a variety of companies and for clients such as GNC-General Nutrition Centers, Yamaha Marine USA, Florida Blood Services and Guerilla Marketing International. Now as an independent creative director and photographer, she provides her clients with creative services in photography, graphic design, copywriting, Web campaign development, social media management, and video and audio production. Nault strives to reach out to other creative professionals through her blog, Planet Creative, where she shares her ideas, experiences and resources, as well as examples of the projects she has worked on.

Why did you decide to pursue this career field?
I originally studied creative writing and journalism production, which offered me an introduction to logo design and basic page layout, newspaper layout, brochures, etc. I found that I had a passion for anything and everything creative and I loved helping people succeed. I was also fascinated by marketing and factors that drove people to buy a concept or product. I decided to go back to school and study graphic design, marketing and photography about eight years after I earned my B.A. I was also drawn to the challenge of finding solutions that helped people, businesses and organizations advance or meet their goals, and being able to do so in a creative capacity was very attractive to me.

What type of preparation did you do to get into this field?
I have two degrees: a bachelor's degree in creative writing with a minor in journalism production and an associate degree in graphic design with a concentration in photography. I read every design journal I could get my hands on. I read lots of magazines and followed large popular advertising and marketing campaigns. I attended (and still do) continuing educational opportunities and seminars whenever I could. I asked lots of questions, and I took lots of notes. I identified what things I needed to learn to compete in the creative field, which was usually a result of a client asking me if I could help them with something in which I had no experience. I took a course in Web design and was fascinated by this medium. I interned with a Web development company that was very successful. I taught HTML coding for a semester at a local design institute, which exposed me to what students were learning, what I perceived their strengths and weaknesses to be, and what I needed to make sure I stayed current myself.

I was exposed to TV and radio production and advertising while working at a small startup company where I designed backdrops for TV show sets. I learned editing while working as a host for a children's TV show (that consequently I auditioned for because I was working designing sets) from the editors and producers, who were eager to teach me. I was hired as a creative director for a company that produced training events where I helped them brand, produce and market events for large corporate clients. In this position, I learned the importance of researching your target audience and understanding the goals of any project or mission. I also learned how important it is to PLAN for success. Read, read, read and study, study, study. Observe people you admire in the field and emulate what they are doing. I've been independent for about five years now.

What types of classes and projects did you have to do?
I would say that all the courses for my creative writing degree (which included fiction, nonfiction, poetry and business writing) made me a better written communicator. The journalism production minor exposed me to layout balance, page layout, how to organize my thoughts and ideas, basic design strategies and branding concepts. Courses taken while pursuing the graphic design degree taught me about necessary software, techniques and skills I would need to compete and succeed as a designer. Photography sharpened my eye for details and helped me become a stronger photographer, but even if I wasn't a photographer, the classes taught me about balance, quality and the power of selecting strong images to convey the proper messages for any project. Studying photography also helped me later when I learned video editing. A lot of the same rules about balance and lighting apply to both mediums. Marketing classes exposed me to the business side of design.

How did your education help you in your career?
My education gave me the foundation I needed to start down this career path, but I would say that in order to stay competitive and on top of your game, you must also choose to be a lifetime learner and student. You can't advance in any field if you don't have a solid foundation, but if you don't stay current and evolve, you will fall behind and won't be very effective. The creative services, Internet technology, design and marketing industries are constantly evolving as technologies evolve (which is in the blink of an eye sometimes). Technology changes, color trends change, what's socially important changes. Life in general is constantly changing and evolving, so if a creative director is going to help their clients or the company they work for compete in today's marketplace, they have to stay current with everything. My education also initially provided me with legitimacy (a degree) and at least a student portfolio. … When I was first trying to secure clients/jobs and didn't have an extensive client portfolio of real world work to share yet, my student portfolio helped me secure those first pieces of business.

What types of skills is someone required to have to work in your position?
You must know how to apply concepts across all forms of media and mediums. Therefore, you have to possess a working understanding of how all things are connected. Creative directors often work with teams of people, for example: I might work on a project that requires a photographer, a videographer, a Web developer/designer, an illustrator, a copywriter and a graphic artist. I have to be able to effectively communicate with all and direct them to complete a project, but I might not actually be the one doing the illustrating or editing. 

What do you do on a typical workday?
Because I am an independent contractor who works with a variety of small businesses and organizations, my workdays are never the same. Today, I am preparing a proposal for a radiologist who needs me to help him with his Web campaign, a press kit and some other marketing materials. Yesterday, I updated another client's social media campaign. Tomorrow, I will be attending a board meeting and attending a networking function.

Do you plan to advance to another position within your career field?
I am actually entertaining taking a position as a marketing manager in the loyalty department for a financial company that recruited me last week to interview for the job. It would mean I get to learn about product road maps, how to create them and how to manage them (software etc.). I have never worked with or for a financial company before so learning about an entirely new industry and adding new skills to my list is extremely attractive to me. Five years of juggling multiple clients and a tough economy these last two years is also a driving factor. It's not easy. Plus the job description is pretty much what a creative director does, mixed with a marketing manager's responsibilities and title. We shall see.

What type of person do you think is best suited for a job in your field?
You need to be a very flexible, upbeat, positive person who is a rapid learner and adaptor, as well as an organized person. Someone who is not easily derailed or distracted by challenges and who can operate under tight deadlines without melting down, and someone who is attracted to lifetime learning and constant growth. One must be a strong and effective communicator in all forms of media—written, visual and auditory—and not be afraid of working long hours. If you are looking for a 9-to-5 job doing the same thing every day, this career is probably not for you. A good sense of humor will be helpful too.

Do you have any advice for those who are looking to launch a career in your field?
Get a good foundation, commit yourself to personal and professional growth and find mentors you identify as successful, and do what they do. Surround yourself with other creative, positive, successful and driven people and you will always be happy.