Florencia Potter

Creative Art Director in Social Media - I help brands & agencies with their social content, videos and beautiful decks | ✨ Follow to learn how art direction work

As creative professionals, a large chunk of our process is finding inspiration for our work. How do you come up with new ideas for your projects?

From everywhere! Finding inspiration is one of my magic powers: I always have a reference for any project. Maybe it's because I love movies, books, visiting museums, and people-watching on the streets. I try to avoid Pinterest and Behance these days since everyone is looking for references there. So, I dive into the old stuff: books and libraries! Living in Paris definitely has its perks :)

How do you manage situations where a client's vision or expectations do not align with what you believe is the best creative direction?

A client is a client. I always strive to be as professional as possible with the work they entrust to me. As designers, we all have our own vision and preferences, but sometimes clients are very clear about what they want and know exactly what they're asking for. I’ll always explain why I’m proposing a certain direction or why a design works better, but my goal is to deliver work that leaves the client happy in the end.

When creating a brand identity, how important is target audience research?

It’s super important! It’s the brand’s core and defines how you’ll design and for whom. It also shapes how the brand interacts with the customer. Definitely one of the longest and most crucial stages in creating a brand.

How do you balance delivering a high-quality output with meeting tight deadlines?

Having a clear direction and knowing exactly what I need to deliver. Research is one of the stages that takes the most time, so if the path is already set, I can focus on execution.

Which popular comic character represents your artistic self the best?

I love vintage comics, so definitely the colors and aesthetics of Jem and the Holograms. Colorful, playful, fun, and fashion-forward. It’s fantastic.

As a Creative, which project of your professional career, so far, reflects you the most?

I think the best one is the project I did for Wattpad. I was in charge of so much—coming up with content ideas, graphic design, motion graphics, video editing, hosting for TikTok, and even supporting live events and managing giveaways. It was a whole new world for me! I’m really happy and proud of that project. You can see it here: https://www.behance.net/gallery/163333405/OyeWattpad-Launching-Wattpads-Social-Media-Channels

How do you manage critical feedback on your work?

I never take it personally. I’m always growing in my career, like everyone else. So, every piece of feedback—whether good or not so good—I use as a chance to grow and become a better version of myself in my field.