CREATIVE directors are responsible for the design, direction and marketing of any product or service their company or business offers — a duty that makes them the object of both praise and ridicule, depending on how well they do their work.

This week, Career & Education gets insight into the profession from Donisha Prendergast, the 26-year-old creative director for One Jamaica Recycling.

The Campion College graduate was an acting major for three years at Howard University before attending Miami International University of Art and Design from where she graduated with a first degree in film and digital production.

As creative director at One Jamaica Recycling, Prendergast said she “conceptualises and executes ideas”.

“We have a marketing arm called One Jamaica Lifestyle Events that we use to create an ecological and conscious experience, complete with healthy food and drinks — even fruit wines, plus positive reading material and conscious reggae music on stage,” she said. “Our recycling bins are displayed and throughout the event we encourage recycling. Our intention is to introduce recycling and a lifestyle of green living to our market, without being intrusive, using the elements that are hidden in our culture.”

Prendergast was previously employed with Backyaad as a public relations and marketing liaison. Prior to that, she did commercial theatre in the Caribbean and the US with Jambiz International.

Who is a creative director?

A creative director is in charge of image and representation of the company, that is, pictures, press releases, media, etc. (He or she) is also responsible for communicating the vision of the company through other structured creative strategies. (In my case), I put forward ideas and come up with a communication strategy on how best to bring the message of One Jamaica Recycling to the media and the public.

What is the value of the work that you do?

It’s important to have a creative eye in any kind of business you opt to do, and an understanding about the psychology of people. People learn through images — some stay forever. Sounds like a jingle you can’t forget, and colours that create certain emotional responses. Knowing these things and being able to apply them to help the business is definitely valuable in creating a relationship with our target market.

What was it that prompted your entry into the field?

Honestly, it’s just something I found I’m good at. I have great interaction and communication with people and I love dreaming up ideas, organising and producing. And I have a good network to assist the vision — plus my experience and network. It only made sense to apply it to One Jamaica; we needed it.

What are the academic requirements for getting into the field?

It is necessary to have up to tertiary level education, with exposure to marketing and psychology. You also must have an understanding of numbers. But being a creative director is more of an art and practice than an academic study.

What other skills and/or competencies are required for entry into the field?

A passion for creating and a love for ideas, and a interest in writing… cause you’ll be writing a lot. Also, knowledge and experience with graphic design and working with other forms of media. You (also) have to have common sense, and respect for what you’re doing.

What do you most enjoy about the work that you do?

Being able to teach something positive and help the environment while I create is very fulfilling. It’s great to see a dream come to life and I realise I’m a collaborator; I work well with people… Daddy taught me ‘No man is an Island’. I understand now.

What are the challenges you face on the job?

Short-sightedness and financial constraints are my biggest challenges. Being a creative being, I understand the promise of an image and how it can change a perspective, but sometimes you find that you and the funds don’t see eye to eye.

How much can one earn as a creative director on an annual basis?

I figure a creative d irector can make a decent living, once the company really starts to grow. We’re still in early days (at One Jamaica Recycling) and what I make is re-invested into the company, so it wouldn’t be an accurate figure. But maybe around $60,000 to $100,000 a month at a start-up is fair, I think.

Trained as a creative director, what sort of employment options are open to you?

It’s a collection of elements that prepares you for this role, which, in turn, can be used on their own. Once you are creative and have business sense, I wouldn’t put any kind of limits on you and business endeavours. Graphic design, media, fashion, interior design, event planner — anything to do with creating and organising. I promote self-employment.

Why would you advise anyone to get into this line of work?

I would advise everybody to explore the option of (being a) creative director because it’s all about applying your ideas and visions within the context of the business you represent, and communicating that to people. It’s a big role to play, being in charge of how people view the business, and the information they get, but expression is good once you can harness it well.