Interview

Lauren Shinske 

           Kevin Beals is an established Creative Director for Novitex Enterprise Solutions. He attended Ferris State University and graduated with a bachelors degree in Visual Communication. He was always a creative kid, finding enjoyment in classes where he was able to design and create things. Mr. Beals shared a lot of knowledge that he has learned throughout his time in the industry. There are three rules that he followed throughout his life that guided him to where he is today. First having the drive and passion to do something, then doing that by giving it as much effort as you possibly can, and then continuing to challenge everything you do in order to make it the best you can.

            Being the Creative Director for Novitex Enterprise Solutions consists of overseeing a team of creative developers as they develop supporting materials for Novitex internal and external clients and providing additional support to other Novitex departments who support their client base. Mr. Beals creates visual marketing designs, slogans, and ideas for Novitex clients. In order to come up with these creative ideas Mr. Beals has to find inspiration, which he finds, through the environment, his experience, people he meets, what people are wearing, signage, trends, what his children are doing, and music. Once he has become inspired he then looks at what the clients’ objective is. By understanding his clients’ audience and what they are trying to convey with their brand, he is then able to take his ideas and create pieces of marketing. He views his work as solving a problem, which to him is far greater than color or font image, having the power to blend advertising and creative together makes for one impactful message, and happy client.

            Don McClain, an illustrator designer, mentored Mr. Beals during his sophomore and junior year of high school. He taught Mr. Beals different parts of the business, creative techniques, strategy thinking, and the in’s and out’s of it all. The mentor also greatly influenced him to join the creative industry as an adult. He also enjoyed the creative portion of school, liked to solve problem, and had fun doing it. He is motivated creativity by the ultimate goal to have a happy client and a happy team. When he knows he is onto something he will stick with it, continue to brainstorm because in the end something will come out of it. Ideas tend to run themselves and will only continue to grow and flow. He is most creative in the fall, which is his seasonal state of mind. When he experiences his creative blocks he shuts it off and goes to bed.

            My interview with Mr. Beals was very inspirational. Even though he was not the greatest kid in math and science he was still able to use his creative side to have a successful career and life for himself and his family. He also had opportunities to leave Michigan and go to New York or Chicago. However being rooted in his hometown he decided to stay and find organizations where he could put to use his graphic and creative skills. Kevin currently resides in Farmington Hills with his wife and two kids.