Rethinking Your Creative Direction & Design for ROI

Author

Sarah Smith
June 22, 2025

Episode Summary: 
Are you a brand design perfectionist, or are hex codes and typefaces “not that deep”? Freelance Creative Director Jo Skillman has news for you: your brand’s design really is that deep, BUT it’s also not about your personal preference. Whether you’re looking for advice on your design adventure, or seeking guidance on how to stand out without trend bandwagoning, join Jo on a journey through visual hype, design success, and audience attention. 

Key Insights & Timestamps: 

  • [00:00]: Podcast begins 

  • [00:50]: When Do You Need a Creative Director? Meet Jo & learn about her role 

  • [04:10]: Defining Design: Beyond the graphics for audience communication 

  • [12:30]: Competition vs Creative? Design research & understanding audience reach 

  • [19:18]: “Dated” Trends: When to cave to trends & when to wait it out 

  • [25:42]: Understanding Creative ROI: How is design measured beyond dollars?  

Guest Spotlight: 


Jo Skillman: 
Jo Skillman is a creative and brand director building large-scale brands and campaigns that engage communities and maximize impact. For more than 13 years, Jo has developed creative content that connects brands to people, serving as equal parts creative director, designer and copywriter.  

Jo has a background in cause- or civic-based creative, as well as extensive experience in for-profit work. She has been published in Forbes, the Brookings Institution and several online publications, as well as profiled in PRINT. 

Jo also volunteers as a startup mentor in the Rice Alliance Clean Energy Accelerator at Rice University and is an alumna of the City of Houston’s Complete Communities University, a civic engagement program. 

Key Takeaways: 

  • “We’ve not over here just making things pretty, it’s almost never that.” In her role as a creative director, Jo encounters clients who often view her work as solely visual. Instead, creative directors are often working on communicating and translating brand messaging to different consumers, making brands stand out and reach the audience they are hoping to gain.  

  • “The field of design is all about getting people to react to what you’re putting in front of them.” Is the design really that deep? Jo genuinely believes so, but she knows that, especially for busy entrepreneurs, graphics can either feel like a waste of time or a perfectionist nightmare. “The reality is, if you want someone to pay attention to it, there is a whole field of study behind us.” 

  • “When it comes to your ROI, something like your logo could actually cost you a lot of money, but how much is that worth when it comes to the way you’re seen?” For small business owners and large brands alike, navigating trends can feel uncertain and expensive. In Jo’s opinion, keeping your brand looking and feeling current is important, but giving into every single trend is an expense to not only your budget, but also to your brand equity and relevancy to your audience. 

Resources Mentioned: 
JoSkillman.com 

Connect with Jo:  

For More Information: 
Visit www.ownedandearned.com for more episodes, detailed show notes, and access to additional resources. 

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