selcukakerContinuous creative leadership without hiring in-house.
What many companies need isn't a full-time creative director; it's continuous leadership that keeps decisions from fragmenting, holds the standard and ties the work to one direction. This service fills exactly that gap: I set the brand's creative direction, your existing team or suppliers produce against it, and the work is reviewed on a regular rhythm. When production is needed, it can happen inside Creative House too.
Who this is for
- Companies with an internal marketing team but no senior name to make the creative call.
- Brands working with several suppliers who see the output failing to line up.
- Businesses who don't want to carry a full-time creative director, or aren't yet at that scale.
- Teams looking for creative direction during a new product, sub-brand or launch period.
What I usually find
- It's unclear who makes the creative call, so work is shaped by majority vote in meetings.
- Every supplier brings their own interpretation, and the whole becomes inconsistent.
- The internal team produces well but, without direction, reopens the debate every time.
- The quality standard isn't written down, so nobody can explain why something 'doesn't work'.
- Briefs are written incompletely, which drives the number of revisions up.
Scope and deliverables
The working rhythm and review frequency are agreed together.
- Creative direction: setting the brand's visual and verbal direction and writing it down.
- Production standard: defining what is acceptable, in concrete terms.
- Brief writing: a clear brief format for the internal team and suppliers that reduces debate.
- Work review: regular assessment of incoming work with reasoned feedback.
- Supplier guidance: tying multiple producers to the same direction.
- Team guidance: regular work with in-house designers and content people.
- Monthly review: what was produced, whether it meets the standard, what's next.
- Production when needed: through Creative House's other services, within the same agreement.
I make the call; the system speeds it up
Creative direction and the decision to accept work are mine — this whole service is built on that. The AI team gathers references and sector reading, prepares brief drafts, pre-screens incoming work against the standard and compiles review notes. Senior time is spent where a decision is actually required.
Meet the AI teamWork I've directed
Below is work across different sectors where I led the creative direction. Each detail page states the scope and my role.
Catalogue & Brochure
Bole Tower
Catalogue design produced for Bole Tower.
SaaS & Dashboard
Danone
A corporate digital experience showcasing the brand's campaigns and product content.
Catalogue & Brochure
ISS
Catalogue design produced for ISS.
Catalogue & Brochure
Westview
Catalogue design produced for Westview.
How it runs
01
Current state
The last year of work, the supplier structure and internal capacity are reviewed. Where the inconsistency comes from becomes visible here.
02
Direction and standard
Creative direction and acceptance criteria are written down; everyone reads the same document.
03
Working rhythm
Brief flow, review days and feedback format are set.
04
Running it
Work is reviewed on schedule and feedback comes with its reasoning.
05
Monthly assessment
At month end the work is assessed against the standard and the next period is planned.
Who this isn't for
Writing down where this doesn't fit matters as much as where it does.
- Anyone seeking creative direction for a single job: project-based individual work suits that better.
- Structures where the decision will still be put to a vote: creative leadership only works when the authority is clear.
- Anyone looking purely for an approver: my job isn't to approve work but to set the direction and defend it.
- Situations where this is expected to replace a full-time hire: this is continuous, but not full-time.
- Ad budget and media planning are out of scope.
Continuous leadership, or a single project?
If you're looking for a creative director on one specific project, Selçuk Aker takes that on individually — dedicated to that project, project-based. Creative House means continuity: direction written down, standard defined, review on a rhythm, and production under the same roof when needed. The first for a campaign; the second for the whole brand.
For project-based creative direction, see selcukaker.com.tr ↗Frequently asked
- We already have a team. Is this still needed?
- Even with a team, direction is the thing most often missing. An internal team can be strong at production, but without the seniority to make the creative call, every job reopens the debate. This doesn't replace the team; it settles the decision in front of them.
- Do you produce the work too?
- When needed, yes — Creative House's design, web, social and content sides sit inside the same agreement. But this service itself is direction and standard, not production. The two can be taken separately or together.
- Can you work with our existing suppliers?
- Yes, that's the common case. The suppliers stay; the difference in direction between them closes: same brief format, same acceptance criteria, same review.
- Is this consulting, or do you become part of the team?
- It's a continuous role with an agreed rhythm: regular review, brief flow and monthly assessment. Not a full-time hire, but not a one-off consulting report either.
Related services
Let's talk about how things run now
Let's look at the last year of work together and talk about where the inconsistency comes from and what can be fixed.
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