In talks for a Creative Director role at a large tele-com corp. I received this feedback below from the hiring manager. What exactly falls under digital-centric design and what should I focus more on showing them?

“Do you have any case study format of a project you've worked on that was digital-centric design? Seeing more conceptual creative, we need design.”

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Posting as :
works at
You are currently posting as works at

It seems pretty straightforward. They are not interested in “ideas.” They want to see smart, impressive website UX and design.

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By conceptual creative, do they mean that your portfolio walks them through the creative too much (typography, color choices, etc) and isn’t showing the final work? And the results brought in by the work?

And by digital, I assume they mean web, social, email, etc.

You have concept driven creative and they want banners and such that are sales based/results based. Your tv ideas are not convincing them you can do the nuts and bolts stuff.

Websites and app interfaces. They are looking for a graphic designer with branded UX chops. A design director. Designers love to assume the “creative director” title which is probably why the role was mislabeled.

UX, baby… they want a UX CD…

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