Why the Future is Bright for In-House Creative Professionals

Why the Future is Bright for In-House Creative ProfessionalsWhy the Future is Bright for In-House Creative ProfessionalsAlex Center, konzept director at The Coca-Cola Company and a member of AIGAs In-house INitiative steering committee, explains why the time is ripe to consider an in-house creative career.While this years Creative Team of the Future research takes a close look at topics such as collaboration in the workdistributionspolitik, emerging roles and skills development, we also want to share a big-picture view of the in-house landscape with you. And who better to give an honest assessment than Alex Center?GET THE CREATIVE kollektiv OF THE FUTURE REPORTCenter is a design director at The Coca-Cola Company and leads the strategy and creative vision for brands such as vitaminwater, smartwater and Powerade. Hes also a member of AIGAs In-house INitiative steering committee, a group devoted to addressing the unique opportunities and challenges faced by in-house creative teams.Here, Center talks about in-house life and what it will take to thrive in a corporate environment.What advice do you have for designers who want to pursue and excel in an in-house creative role?Alex Center My best advice is to find something - a brand, a business, a movement, a yogurt company, a service provider - that you have a strong passion for. Working in-house, youre going to wake up thinking about the same mission every day, so its important that you have a whole lot of heart for it. Also, know early that youre going to have to put your ego to the side. In-house work is not about celebrating the singular designer or individual its about achieving a goal through the power of collaboration. It is definitely a team sport.What skills and attributes do you think will be necessary for in-house career advancement in the future?You need to have an equal understanding of brand- and business-building. Designers are now in leadership positions and are being asked to tackle the vast challen ges that modern companies face. For years, weve been vying for a seat at the table and now we have it (which is actually a little daunting). Skills that make us unique as designers - like empathy, the ability to think holistically and systematically, and a level of taste and craft that allows us to execute with simplicity and ingenuity - will be invaluable to businesses.From your vantage point, how is the in-house environment changing?Its changing drastically every year. I think this moment is the most that people have ever talked about in-house design. There are so many talented designers working inside of companies and so many companies being founded by designers or building in-house teams. Its a crazy, exciting time for in-house creative professionals, and Im proud to be a part of it. Im finding that people who never considered working in-house are starting to think, How do I go work inside versus outside? As long as companies are valuing design and using it as a weapon to win, we will continue to see in-house grow.What unique opportunities do in-house creative jobs provide that others dont?I think that inside of every designer is the ambition to make an impact on the world that we live in - I know thats what motivates me. An in-house environment is the best place to create that impact and truly feel like you are building something. I admire and respect the work that agencies do, but at the end of the day they are always at the back seat of the businesses they work for. I like to drive the car.What most excites you about working in-house?I love having my hands in so many different types of projects at the same time, while working toward one mission. The more aspects of a business that people are involved in, the better they can be at solving problems and designing experiences. In todays world, every single human interaction with a brand needs to make a connection that is relevant and honest. Whether its a coupon or the future of how we consume products, its one ambition. Connecting those pieces and being a part of the complete puzzle is what excites me most about working in-house.Why do you feel in-house creative professionals have a bright future?We live in complex times and I dont see it getting any simpler. Designers are needed to figure out how to make the complex simpler and create solutions with the end consumer in mind. In-house used to be the place where you would go at the end of your career to get a big paycheck and achieve better work-life balance, but not to be in a position to make great design work. In the future, in-house will be the only place to make great design work.Anything else youd like to add?We are all really lucky to do the things we do every single day for a living. Dont ever forget that. And follow me on Instagram at thealexcenter.