"This is a fun career with the potential to make a lot of money, but you must work hard and dedicate yourself. Long hours come with the territory... in school and at work."
—Beth Eckel
What’s Beth Doing Today?
As Art Director for award-winning International Ad Agency iCrossing, Beth provides forward-thinking creative leadership to translate branding and marketing strategies into exceptional visual concepts and executions. She designs graphics, videos, motion graphics, websites and display ads for high profile clients including Adobe, Ally Bank, BMW Group, Coca-Cola, Mary Kay, MasterCard and Toyota. In addition, she concepts and produces innovative ideas through multiple media for client pitches. Beth establishes stylistic direction for design staff, reviews final designs for accuracy and improvement, and presents design work both internally and to clients.
Creative Inspiration
Beth pulls inspiration from everything she sees, learns, and experiences. “I use my creativity to translate this inspiration into physical form, using elements of design to create compositions that convey a message and speak to the viewer.” Beth hopes her designs are a reflection of herself. “Even though I often have to design within certain guidelines, size restrictions, and color palettes, I like to add some elements that are just my own. I like to use artistic and edgy elements. I like to follow trends, but I also like to create the trends.”
Getting Out There
Citing her education at The Art Institute of Fort Lauderdale, Beth states that it helped her to get on the path to a career she truly enjoys. She adds, “(the programs) prepare you to fit in any work environment.” When talking about her career, Beth mentions that “you will find great enjoyment using your creative and technical skills on a daily basis; and when those paychecks start coming in for something you love doing ... it makes it all worth it!”
To learn more about Beth, check out www.betheckel.com