Desired Candidate Profile

The Art Director is responsible for leading the visual direction of brand campaigns, retail communication, digital content, pitch

presentations, and production-led creative outputs. This role is a explicit step above Junior Art Director and requires ownership of

creative routes from idea to final execution, with the ability to convert strategy and copy into strong, distinctive, brand-relevant

visual communication.

The role demands mature campaign thinking, strong visual judgement, design craft, speed, presentation ability, and the

confidence to guide visualizers, designers, motion teams, photographers, editors, AI artists, and production partners. The Art

Director must ensure every creative output is strategically aligned, aesthetically sharp, client-ready, production-ready, and

consistent across formats.

The Art Director will collaborate closely with Creative, Copy, Content/Strategy, Account Servicing, Media, Production, and Client

teams to develop campaign ideas, key visuals, visual systems, pitch routes, mood boards, shoot references, adaptation

ecosystems, and final communication assets.

Role Purpose

 Own the art direction and visual language for assigned brands and campaigns.

 Translate briefs into campaign-level visual ideas, design systems, and client-ready creative routes.

 Improve creative quality through strong design review, team guidance, visual research, and execution supervision.

 Ensure consistency, speed, file discipline, and production readiness across digital, print, OOH, retail, and film-related outputs.

Key Result Areas (KRAs) & Weightages

Total KRA Weightage: 100%

1. Creative Leadership & Campaign Thinking | Weightage: 20%

Description Lead campaign-level visual thinking by interpreting briefs, identifying the strongest art

direction routes, and bringing strategic clarity into visual communication.

KPIs / Measurement Metrics  Minimum 3 strong campaign/visual routes presented for key briefs with rationale and

references.

 Creative quality rating of 4/5 or above in internal monthly review.

 90%+ key visuals approved within 2 feedback rounds after internal review.

 Campaign idea-to-visual translation score of 90%+ in creative review.

2. Brand Ownership, Visual Systems & Consistency | Weightage: 18%

Description Own the visual language of assigned accounts through typography, grids, layouts, imagery

style, colour discipline, logo usage, hierarchy, and adaptation logic.

KPIs / Measurement Metrics  KV-to-adaptation consistency score of 95%+ across campaign formats.

 Brand guideline adherence of 95%+ across monthly output.

 Create or refine brand-specific visual systems/templates for major clients every quarter.

 Reduce design deviation errors, including font, colour, logo, size, and alignment errors, to

below 3% per month.

3. Execution Supervision & Design Craft | Weightage: 17%

Description Ensure high-quality design execution by reviewing layouts, improving craft, correcting visual

gaps, and making final assets client-ready and production-ready.

KPIs / Measurement Metrics  90%+ design outputs approved after internal art review before client submission.

 Final artwork/file hygiene score of 90%+ for naming, layers, links, exports, versions, and

handovers.

 Reduce avoidable rework/revision load by 20% within a quarter through stronger review and

direction.

 Maintain production readiness for digital, print, OOH, retail, packaging, presentation, and

motion handoff formats.

4. Presentation, Client Readiness & Creative Selling | Weightage: 15%

Description Build and present clear visual routes, mock-ups, decks, mood boards, references, and

creative rationales that help sell the idea internally and externally.





KPIs / Measurement Metrics  90%+ client-ready decks delivered with correct formatting, rationale, mock-ups, references,

and route clarity.

 Present or support presentation of major creative routes with confidence and clarity.

 Minimum 2 proactive visual/value additions suggested per major campaign deck.

 Client/account feedback on presentation readiness to average 4/5 or above.

5. Collaboration, Production Support & Cross-Team Integration | Weightage: 12%

Description Work seamlessly with copy, content/strategy, account, motion, editing, AI, and production

teams to ensure cohesive final output across all campaign touchpoints.

KPIs / Measurement Metrics  Cross-team satisfaction score of 4/5 or above.

 Responsiveness: acknowledge task/feedback within 1 working hour and act on priority

feedback within 24 hours.

 Participation in brainstorms/idea reviews with at least 3 meaningful inputs per week.

 Provide clear visual references and execution notes for shoots, motion graphics, AI visuals,

edits, and adaptations.

6. Timeliness, Productivity & Workflow Management | Weightage: 10%

Description Plan and deliver multiple campaign and adaptation tasks within timelines while maintaining

organized workflows, clear handovers, and strong version control.

KPIs / Measurement Metrics  95% of assigned tasks delivered on or before deadline.

 Daily/weekly task completion rate of 90%+.

 Minor revisions delivered within 24 hours unless timeline is revised by the team lead.

 Maintain updated WIP folders, reference folders, export sets, editable files, and final file

structures.

7. Mentorship, Team Guidance & Skill Development | Weightage: 8%

Description Guide junior art directors, visualizers, designers, and interns

through clear art direction, structured feedback, practical

design inputs, and quality improvement.

KPIs / Measurement Metrics  Mentor/review defined junior resources every month with

structured feedback.

 Conduct at least 1 internal design/art-direction huddle per

month.

 Introduce 1 new design approach, AI workflow, mock-up

method, layout system, or visual reference practice per

month.

 Reduce repeated design corrections from junior resources

within a quarter.

Core Responsibilities

 Translate creative briefs into campaign concepts, art direction routes, key visuals, layouts, and production-ready creative

systems.

 Lead the visual direction for brand campaigns, social media campaigns, performance ads, print collaterals, OOH adaptations,

retail creatives, pitch decks, and film/motion assets.

 Develop KV + adaptation ecosystems with a clear master visual language across platforms and formats.

 Create mood boards, reference boards, visual treatments, mock-ups, AI prompt direction, frame references, and campaign

presentation routes.

 Review and guide visualizer/designer outputs to improve layout, typography, colour, composition, hierarchy, and brand

consistency.

 Prepare client-ready presentations with strategic logic, route options, visual rationale, tonality references, and application mock-

ups.

 Support photoshoots/video shoots by guiding references, composition, frame aesthetics, wardrobe/prop mood, set styling, pack

placement, and output expectations as required.

 Guide motion and editing teams on design-to-motion translation, supers, visual hierarchy, transitions, end cards, and layout





systems.

 Collaborate with copy, motion, content/strategy, account, media, AI, and production teams to ensure cohesive final output.

 Maintain organized editable files, export sets, version control, file naming, source links, and production handovers.

 Identify creative gaps, improve brand presentation quality, and proactively suggest visual improvements beyond the brief.

 Build stronger design standards within the team through reviews, references, learning sessions, and practical feedback.

Role Expectations & Performance Indicators

Role Expectations

 Own campaigns, not just layouts.

 Think in systems: master KV, adaptation rules, visual

hierarchy, and brand consistency.

 Bring visual POV to every brief: references, mood, style,

route, and execution clarity.

 Guide juniors with clarity instead of only correcting outputs.

 Balance creativity with speed, deadlines, client requirements,

and production limitations.

 Maintain calm ownership during feedback-heavy or urgent

campaign cycles.

Performance Indicators

 Creative route strength and approval rate.

 Quality of design craft, layout discipline, and visual hierarchy.

 Consistency across campaign adaptations and brand assets.

 Quality of presentations, mock-ups, mood boards, and visual

rationales.

 Reduction in avoidable revisions and production errors.

 Team guidance, feedback quality, and creative collaboration.

Skills & Tools

Core Software Adobe Photoshop, Illustrator, InDesign, Figma. Added advantage: After Effects basics,

Premiere basics, Blender/3D mock-up tools, AI image/video tools.

Creative Understanding Art direction, campaign thinking, visual storytelling, typography, layout systems, grids, brand

tonality, composition, colour, image-making, shoot references, retail communication, and

digital-first design.

Production Understanding Digital specs, print specs, OOH formats, retail visibility, packaging basics, artwork hygiene,

export settings, motion handoffs, AI production references, and shoot/mood-board preparation.

Soft Skills Communication, ownership, presentation ability, mentoring, multitasking, feedback handling,

problem-solving, cross-team coordination, and deadline discipline.

Added Advantage AI-assisted design workflows, prompt writing for visual exploration, mock-up/3D preview tools,

photography/film visual sense, basic motion sense, and campaign pitch experience.

Preferred Experience

 3-6 years of experience in advertising, design, digital, retail, branding, or integrated creative communication.

 Experience in developing campaign KVs, digital campaigns, print/OOH adaptations, presentation decks, and brand visual

systems.

 Ability to work across multiple clients and categories with strong speed, visual judgement, and ownership.

 Portfolio demonstrating campaign thinking, design craft, brand consistency, and art direction maturity.

Competency Framework

Competency Expected Level What Good Looks Like

Conceptual Thinking Advanced Can convert a brief into multiple campaignable visual routes with clear

rationale.

Design Craft Advanced Produces and reviews refined layouts with strong hierarchy,

typography, composition, and colour discipline.

Brand Ownership Advanced Maintains brand consistency across large-format, digital, print, retail,

and deck outputs.

Team Guidance Intermediate to Advanced Gives clear feedback that improves junior output and reduces repeated

corrections.

Presentation Ability Intermediate to Advanced Can build and explain client-ready routes with references, logic, and

mock-ups.

Workflow Discipline Advanced Maintains timelines, version control, file hygiene,

Pay: Up to ₹45,000.00 per month

Work Location: In person

📌 Senior Graphic Designer (India)
🏢 Passio Communications
📍 India