Agency creatives: overcoming your inner “sell-out”
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OCTOBER 2015
When I was in art school, I majored in visual communications. However, I loved to paint and took a lot of fine art classes. Even though I was studying to be a graphic designer, I longed to be one of the fine artists. I’ll never forget a story from one classmate. A woman asked to commission an art piece from him—but it needed to match the color of her couch. He was appalled.
“I soon learned that fine artists thought
graphic designers were total sell-outs.”
_
I didn’t tell my artist friends, but at night I designed direct mail coupons. The deadlines were harsh—my introduction to all-nighters—but I learned a ton about design layout, print production and business. Still, all the while, I felt like a sell-out.
For my Senior Show, I had this grand idea to display a mini-gallery of my paintings on one side, and wallpaper the opposite side with those ugly direct mail coupons—my commentary on real art vs. non-art.

Colleen and Shannon at graduation
But my boss had become the closest thing to a mentor I’d ever had, and she was traveling a long distance to see my Senior Show. (I am still close with Colleen today and have a tremendous amount of admiration for her—she taught me what it’s like to be a female in business.) So I didn’t do it.
Today, as a director of creative work and people, I still struggle to overcome that concept—artistry on one side, advertising on the other. However, now I believe in the tremendous opportunity of being able to blend the two.
WHERE THE MAGIC HAPPENS
We creatives who didn’t set out to be “starving artists” often choose to do our client work during the day, and save our real artistry for nights or weekends.
But do our jobs and our art really have to be separate? When we bring our artistry to our client work, that’s where the magic happens.
One of my favorite StudioNorth projects this year was the World Relief 70th Anniversary book. Watching our Art Director, Marilyn Frank, work this project was truly seeing an artist in her element. The book could’ve been any typical hardbound book with pretty photos, trendy typography, interesting pull quotes and a clean layout.
But it was anything but typical—a concept grounded in bringing awareness to the world’s refugees and their (often) loss of identity. My favorite artistic detail is in the spine—each book was hand-stitched using threads based on the brand color palette. Her work earned a prestigious Graphis Design Annual 2016 award, was featured on the design blog Under Consideration, and showcased in a case study on Mohawk Felt & Wire.
Sound like the work of a sell-out?
SHIFT, PROVOKE AND INSPIRE
There was a time when the word marketing made me cringe. A few years ago, when someone suggested we rebrand StudioNorth as a marketing company, I disagreed. I refused to think I worked for a “marketing company”—I created design and art! It was thoughtful and provocative, not collateral fluff!
But today, as I dive deeper into the complex realms of personas, content strategy and integrated channels, I’m learning that today’s personalized and sophisticated approach to marketing is not so different from artistry after all.
Art is about connecting with your audience on an emotional level—and often about inspiring action. Marketing, believe it or not, is about that too. Marketers, designers, writers, and even brands can all shift perceptions, tug at heartstrings and inspire action—and that’s a very powerful space to play in.
I’d like to encourage each of us to think beyond “creating” just to achieve a business goal. You don’t have to compromise your artistry—bring it into your work. Let your values and beliefs shine through. Embrace this new canvas. You’ll be proud of the results, I promise.
And to my past 22-year old self, I’d also like to say, “Don’t worry, you’ll be an artist after all – just not the type you expected.”

Shannon Lee
Creative Director
When StudioNorth Creative Director Shannon Lee isn't inspiring her team to create unique and memorable engagements between brands and their customers, you might find her taking in some Mozart at the Lyric Opera, cooking a Korean dinner, or just chilling at home with her husband, three children and 95-lb Golden Retriever.
Thank you for sharing Shannon. You are a true artist, business, and creative talent and so are the members of your team.
Jeff, what a nice comment. Much thanks 🙂
Really enjoyed your first post Shannon. A useful read. You were and are good at what you do.
-Jim
Jim, thank you! Miss working together 🙂
Andy Warhol began his career as a graphic designer. Anyone who argues that a commercial purpose somehow diminishes a work of art’s intrinsic value should consider that there are quite a few paintings hanging in the Art Institute of Chicago commissioned by wealthy patrons.
The eternal question of how to define art has been asked and answered differently generation after generation, and people forget that even impressionists were once considered hacks. For what it’s worth, it’s my firm belief that the passion behind the work is what defines the product, and that’s true whether that product is an oil painting or an ecommerce website.
I’ve been around people at StudioNorth enough to know that the organization is driven by passion for clients, beautiful designs, creative ideas and a thriving and vibrant culture. It’s an organization with a passion for community and charity and elevating the quality of life for those less fortunate. If art is beauty and emotion, what’s more beautiful than that?
Ahhh, yes! Thank you for acknowledging that art exists in many forms. You’re so right, passion is the driving force behind creative at any level, and huge at StudioNorth. Thank you for the kind words, Joo.
Great post Shannon! As I’ve worked alongside you in the past, I’ve always admired your talent and style.
I feel art is an extension of your passion no matter the medium or arena it’s created in. And as an added bonus, the challenge of integrating logic with artistry is something I’ve always enjoyed.
Aaron, the feeling is mutual – always enjoyed working together. I remember your scientific background, and have always been intrigued that you pursued art AFTER science. When you can combine the two (art and science), design can connect at a deeper level for the customer. Hope all is well!