Why a UX designer doesn’t make wedding invitations? + guests

Creative professions are numerous, such as illustrator, graphic designer, art director, photographer, copywriter, or UX/UI designer. They require specific know-how and expertise, much like jobs in tech, healthcare, or craftsmanship.
Designing an application involves a very specific process, much like creating a photo report or developing a visual identity. It’s much more than just drawing on Paint 😏. There are technical constraints to consider.

Each creative has their own unique style and graphic touch. In my opinion, that’s what makes them strong!

Reine-Marie, illustrator and art director

1.Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)? My name is Reine-Marie, and I am an independent illustrator and art director specializing in custom creation. I’ve been freelancing for a little over 3 years now (OMG! Time flies!). Today, I assist ethical, artisanal, and/or committed brands with their packaging and branding needs (among other things) to reveal and convey their stories and values through unique and impactful creations. In terms of process, I try to streamline things as much as possible to guide my clients continuously. Generally, after an initial contact, we create a custom brief together to understand their needs, desires, and objectives for their products and brand. After the commercial proposal is accepted and the deposit is paid, we begin the project with brainstorming, inspiration research, and the creation of a personalized mood board. I also submit initial sketches based on the brief. The client then validates the major steps of the process, after which we move on to the final creation phase, file preparation, and printing if needed. In any case, I keep the client informed about the project’s progress and key stages (we have regular check-ins). I don’t leave them in the dark 🙂.
2. What is(are) your expertise(s)? My expertise and skills revolve around custom illustration and art direction related to illustration. My services primarily focus on packaging, branding, editorial, interior decor, and fashion. (That’s already quite a lot 😉). In terms of art direction, it’s all about support, advice, and co-construction from A to Z on the client’s project (especially in the case of branding with variations). My vision of my job, and creative and independent professions in general, is to be a true collaborator and partner, not just a service provider who does the work without asking questions or genuinely wanting to help or understand the client!
3. If we were to compare them, what would be the differences? Very interesting question! Both are closely intertwined, but if I had to compare, I would say that in illustration, we are a bit more focused on pure and free creation, the realization of an idea concretely: translating through image. On the other hand, in art direction, we are more involved in the elaboration, reflection, and adaptation that precedes the final creation step. We accompany and co-construct with and for the client on their project, step by step (providing a global vision that is thought out and adapted according to their needs, various supports, etc.). It’s also about finding solutions to problems or proposing more ecological and responsible alternatives for print support, for example. In any case, I try my best to provide tailored advice to clients in a pedagogical, attentive, and authentic approach, whether in Illustration or Art Direction! You can find me: On Insta: @creaqueenie

Karen, illustrator and art director

1. Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)? I’m Karen Razafimandimby, 31 years old, passionate about colors, food, and all kinds of treasures! Oh, and I’m also a DA/graphic designer, illustrator, and entrepreneur ^^. In my daily life, I develop graphic identities (visual universes) for entrepreneurs through the creation of a creative brief in line with the company’s communication strategy and everything that entails (mission, vision, target, objectives…). I also use illustration as a communication tool to create strong and impactful visuals. Today, my support doesn’t stop at technical and creative expertise. To offer a sustainable and coherent service, my creative process always starts with a meeting (often around a snack^^) during which we develop an artistic direction through a questionnaire. This leads to the creation of a creative brief, which serves as a guiding thread throughout the project. This allows me to fully immerse myself in the project, present creative directions in line with the brand image, and position myself as a partner and actor in the good development or launch of their activity. I develop and produce a universe whose tone, style, and atmosphere will convince and seduce the client. After the final presentation (explanation, exchange, Q&A) and delivery of various elements (visual identity, guidelines…), I make it a point to follow up and advise on the first steps of content creation to ensure proper use of the visual identity. I mainly address women entrepreneurs who are starting or evolving their business (rebranding), driven by the desire to develop a project that inspires them and makes sense. My goal is to create universes that match their ambition, affirm their choices, and make an impact!
2. What is(are) your expertise(s)? Illustration, graphic creation (especially visual identity and various digital and print communication materials), and art direction.
3. If we were to compare them, what would be the differences? The information I gather will be at different scales, and the positioning will not be the same. Creating an illustration involves a almost macro vision, translating specific information into an image within an already defined universe. It helps explain a concept, share data, or educate on a topic… On the other hand, graphic creation involves a broader vision to translate the brand’s image and the company’s message visually. This is done through a visual identity (composed of a logo, various graphic, typographic, color, iconographic elements, and different communication materials) with an already defined creative brief. Then comes art direction with a 360° vision. An additional complementary phase enriches the process through a deep analysis of the communication strategy (mission, vision, target, objectives…), developing a creative brief that guides the artistic direction, identifies the company’s real needs, and provides comprehensive and tailored support throughout the project. You can find me: On Insta: @karenraza

Madeline, art director

1. Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)?

Hello, I’m Madeline, or Madows in my professional life, and I’ve been an art director/graphic designer for 13 years. I have worked extensively in the cultural sector for medium and large organizations, as well as for municipalities (such as the Paris City Hall) and various marketing promotion agencies and specialized magazines.

Today, I primarily work with freelancers and entrepreneurs who want to improve their image. I also dedicate a significant amount of time to educating young designers through the Designer Club and, more recently, my Fire Starter mentoring program. When working with clients, it’s crucial for me to put people at the center of my collaborations. That’s why I consider each mission as a collaboration with the client, not just as billable numbers.

Every collaboration begins with an exchange and a precise onboarding process that allows me to fully understand the client’s request and personality. Then comes the creation process, which, I must admit, involves a lot of instinct. From the first exchanges, I know where I want to go and clearly visualize what I want to do. The research work then gives birth to new ideas, and I build my proposal around two or three creative directions. After a few exchanges and feedback sessions with the client, I move on to the next step, where I clean up my files and then compile the deliverables.

When I create a visual identity for a client, I believe I owe them more than just something beautiful. I genuinely strive to infuse a soul into what I create. To do this, I use various tools such as cognitive psychology or typographic manipulation. Today, this is what characterizes my work the most: I never do the same thing twice. I don’t have a particular style; I work by feeling and incorporate a bit of my soul into my clients’ projects.

2. What is(are) your expertise(s)?

My specialty is creating visual universes. From the logo to the color choices and typography, I love immersing myself in a brand or project and giving it an image. I wish I could claim another specialty, but alas, that would be a lie… (sorry, comparing them is a bit complicated then haha). You can find me: On Insta: @hello.madows

Anne-Sophie, graphic designer

1. Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)?### Anne-Sophie, Graphic Designer I’m Anne-Sophie, 32 years old, a versatile graphic designer. I currently work for a family business in the hairdressing and barber industry. I am in charge of the company’s internal and external communication. In my daily life, I work on various positions related to communication as a whole. My work revolves around communication for employees, customers, customer relations via social media, website management, web presence, and e-commerce development, among other things. Part of my job also involves the layout and decoration of new salons, ensuring that the company’s graphic charter and values are respected. Our clients are men, mostly urban, aged 25-35, with a mid-range budget. They are sensitive to cosmetics, want to take care of themselves, and enjoy a moment for themselves. They are men of taste who seek tradition, authenticity, and craftsmanship. Like any project, when I start working, I look at what has been done before—what worked and what can be improved. Then I move on to the mood board phase and initial sketches. I print a lot, which allows me to visualize my work more concretely. Being the sole person in this role, I have a lot of autonomy in choosing and executing my work. I manage projects from the first sketch to the final proof and delivery, sometimes even deployment.
2. What is(are) your expertise(s)?

I have chosen to focus on marketing graphics, web design, community management, and scenography.

3. If we were to compare them, what would be the differences?

The field of graphic design is vast. Currently, most of my creations have a commercial purpose: promoting a product or service. It would make no sense to create something purely contemplative. When people talk about graphic design, most think of designs created for marketing and advertising. As a business, we rely heavily on the success of our marketing campaigns to influence our customers’ decisions. Effective marketing engages our target customers based on their desires, needs, knowledge, and satisfaction with a product or service. Additionally, since visual content is always more engaging than text alone, I am here to find the best graphic solutions to promote and communicate as effectively as possible. Web and community management are somewhat related. The main difference is that the web, via the company’s website, aims to showcase services and products to the customer, provide useful information such as prices, opening hours, and addresses. Community management, on the other hand, is about developing the company’s e-reputation, highlighting our values, beliefs, and achievements. There is a human element in community management that is less present in the type of information provided by the website. It’s about connecting with the customer before or after their salon visit, making them want to come, providing quality content, and developing a community in our image. Scenography, meanwhile, visually complements the discourse. It’s about using codes that speak to our customers, making them feel comfortable and confident, sometimes reminding them of an image or memory. Scenography is the poetry of the place.

Julie, copywriter

1. Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)? I am a digital copywriter. I work alongside art directors to structure and create the discourse of a brand or company. Concretely, I most often produce the content for a website or platform before the design phase. For each landing page or interface, we ask ourselves these questions: What do we say, in what order, with which words, and in what style? The goal is to provide the verbal foundation of the user experience, which we always consider as a journey with its own identity and flow, designed to convert. It’s a bit like combining two strategic objectives. On one hand, how do we convince, convey a message, explain a product or promise? And on the other hand, how do we create a universe that is unique to the brand through words, with a particular tone and style?
2. What is(are) your expertise(s)?

My specialty is really thinking about the website at the moment the brand or product of a startup is launched. So, I have a rather UX approach to structuring content, in the sense that I propose to structure the discourse and the blocks of the site in addition to the pure creation of texts and integrate them into a user journey. We don’t do this with all agencies, but I like to intervene first when it’s really the text and its flow that guide the visual creation. In the most advanced collaborations, there is a real interaction with the DA and/or UX team, where our reflections intertwine, and we iterate together. The choices of one motivate the choices of the other in both directions, with reflection on both planes at the same time. Another expertise I like to mobilize is the ability to guide the brand on what it should say and how to present things, especially when it offers a new usage. It’s about the angle of attack, or what we could also call positioning. And then, through the texts, to propose a real verbal identity, the equivalent of a graphic identity, the personality of the brand in the style of the words, so that it gives it a real personality that we will find on all media. With the little catchphrases that go well 🙂

3. If we were to compare them, what would be the differences?The field of graphic design is vast. Actually, if we take these areas of expertise, it comes down to talking about ergonomics, strategy, and creativity, all applied to messages. You can find me: On my website: www.white-elephant.fr/

Tiffany (me 😇), UX/UI Designer

1. Can you introduce yourself in a few words and tell us about your job (major creative steps or process, client typology)? Hello, I’m Tiffany Brillard, a UX/UI designer and freelancer for over 3 years in Toulouse. I assist companies in creating and redesigning their mobile applications, websites (showcase sites, e-commerce sites, intranet portals), and business software. My job is to make mobile apps and websites intuitive, easy to use, simple, and with a modern and elegant design. I do all this work to optimize the user experience to meet the needs and expectations of users, not just the client. I work on two types of projects: creating and redesigning applications. I always start a project with a discussion with the client to frame the project, understand their needs and expectations. Once the project is framed, there is a significant research phase to accurately identify the target user. This step allows me to understand the users’ needs and expectations, which may differ from those of the client. After identifying the user, I think about the user journey, i.e., the sequence of screens. This helps identify the different functionalities to implement and facilitates the developers’ work for the rest of the project. This way, we have a macro view of the application. The third step is UX conception. I structure the screens by focusing on the content. The penultimate step is UI design. Either I create a graphic universe in line with current trends, or I base it on the company’s brand guidelines. In this step, I focus on the form. Finally, I organize user tests. This step is important but not always feasible due to budget constraints. On some projects, I also act as the project manager to lead the project, meet deadlines, and work smoothly with other stakeholders, such as developers. In parallel, I teach in various schools in Toulouse. Sharing and transmitting knowledge are very important to me. It allows me to learn about myself and develop my skills. And beyond that, I find teaching incredibly rewarding!
2. What is(are) your expertise(s)?

I am a UX and UI designer, trainer, and lecturer in schools.

3. If we were to compare them, what would be the differences?The field of graphic design is vast. My roles as a UX and UI designer are complementary yet different. For the UX part, you need to be rigorous, curious, ask questions, have a sense of observation and listening, be interested in users, understand their needs, and identify what hinders or prevents them from using an application or service. User experience is not limited to the digital realm. It is present everywhere: at your local café, in restaurants, in medical centers, or in stores like Ikea or Leroy Merlin. For the UI part, you need to be curious, creative, and aware of the latest design trends. UI design should not just be aesthetically pleasing; it must align with the company’s values and the user’s needs (hence the importance of the research phase) so that the user can recognize themselves in the application.

Conclusion

Through this article, I have tried to give creative professions their due and highlight the nuances of the different specialties that make up this field. Each specialty requires specific skills and knowledge that cannot be improvised. Creativity is a common component of all these professions. It is something that can be developed (some have a natural talent, of course) and is unique to each individual—that’s what makes this field so beautiful, in my opinion. And if you need to build a team for your website, application, or software creation or redesign project, I invite you to check out my Product design offer.