I'm not sure where I first heard this phrase, but I've adopted it as my own over time. The reactions I've received when using this phrase have ranged from "it's pretty harsh" to "what exactly does that mean?". Those were my reactions when I first began thinking about the words early in my career. Why do I have to do art on my time? Shouldn't the work I do for clients be artistic as well? Is there a place where these ideas can intersect? Fortunately, time and experience have taught me the answers to these questions, and I find the phrase more relevant with each passing day.

Client work can be artistic, but it doesn't have to be. First and foremost, work that is done for a client should ultimately address a business need (read:solve a business problem). One of the unfortunate side effects for us artistic types when doing this type of work is that oftentimes, solving the problem for the client can fall outside of our personal aesthetic. We don't have to "like" the end result in order for it to address the problem at hand (you can read my thoughts on like and dislike here). It's nice when we do, but ultimately, if it addresses what the clients needs are, then aesthetics become secondary. Personal expression when creating client work is and should always be tertiary at best.

One of the traps my need for personal expression lured me into early on was attempting new things on the client's dime. While this seems like a noble idea on the surface, it is always the wrong choice unless approached correctly. New to the client, the client's industry, the overall industry, etc. is fine, as long as the method for creating the work/effect/product isn't new to you. Never sell what you've never done before. If you do go down this path, approach it with the idea in mind that your company/boss is going to pay for your learning curve, not the client. When I was in a junior position, more often than not, I payed for it with long hours, frustration, and sometimes tears. There is nothing wrong with pushing yourself to do new things, just be prepared for the sacrifices that come with it, and be honest with the people who have to face the client. This doesn't mean asking for extended deadlines. This means explaining what you're thinking in detail, committing to completing it by the deadline, and generally re-assuring them that they will not end up with egg on their face because of you.

A different approach to doing something new and artistic is found in the phrase we began this article with. Do art on your time. This is a lesson that took me quite some time to learn, and indeed, I'm still learning. Once you embrace this notion, however, the creative juices really start flowing. Imagine the freedom inherit in working on a new idea or technique, free of the constraints of deadlines, clients, restrictions, etc. Some of the best examples of the success of this approach can be found in the online businesses that have sprung from artists doing just that. Todd Dominey's SlideshowPro was born out a desire for a better photo gallery application. Coudal partners create products for themselves and other designers. While these two examples fall more in the realm of products/applications, they were created on the creators time, not the client's dime. I've found this approach to creativity to be enormously liberating in my own work. One of the best things about doing your art on your time is that you are free to have happy accidents along the way, without the need for justifying them to anyone.

The "do art on your time" approach will always benefit client work as well. Being able to confidently set expectations and deliverables for projects is an natural by-product. It also gives you and opportunity to refine a given approach, without costing the client money or yourself heartache. Another result of pursuing your artistic interests on your time is the development of a "style". When you free yourself from the day-to-day and pursue creativity for it's own sake, your voice and your aesthetic will begin to develop in a more honest fashion. The absolute best result of this I've found is it frees me from a lot of disappointment and anger normally associated with some client work. If my focus is solving the client's problem and not promoting my own work/ego, then their feedback no longer seems like an attack, rather, it comes across as either a question or comment. Nothing more, nothing less.

Creative endeavors are hard work, and all creative people are inherently passionate about what they do. This is one of the reasons we are valued in the workplace. If we can remove the roadblocks of subjectivity and personal expression in the workplace, we can focus on creating the best solution for our clients/partners. The best way I've found to do this is to do art on my time.

Mel Hogan has worked with some of the world’s largest brands, including Yahoo!, Microsoft, Hilton Hotels and Harley Davidson Motorcycles, just to name a few. He has used his experience to gain solid understanding of large brand strategy as it applies to online and advertising. Learn more about Mel.

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