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art direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
layout
logo
magazine
masthead
newsletter
photography
poster
web

creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
icon
logo
magazine
masthead
newsletter
poster
presentation
web

illustration
black and white
captioned toons
caricature
color
comic strip
icon
line
line and color
map
mixed
photo montage
photo illustration
product
retouching
stock
storyboard
web

writing
ad
brand
brochure
captioned toons
comic strip
editorial
headline
poster
theme line
web


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brochure art direction
 

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ith market research, brand history, goals and inspirational direction from the creative director, now it is the art director's turn. Writing decisions are also on the table and everyone is working closely to agree on a general outline that covers both visual and copy expectations. While this is only the rough pencil stage, it is the vital process that inevitably produces the concept. That first word and image combination that will either spur people on to read the entire message or toss it into the wastebasket.
Typically, an art director will note headline thoughts while organizing page breaks, deciding on size and visualizing how content should be pictorialized. Conversely, with a focus on copy, the writer is similarily occupied. As notes are prepared, both views will eventually come together in the form of a simple line layout. Just enough for the creative director to understand. The beauty of such basic renderings is that the cosmetics of a very tight, nearly finished work, aren't allowed to supercede the idea. Black line thumbnails don't lie. Whether the idea is good or not comes through loud and clear.
Upon approval from the creative director and client, the art director can contract the necessary images and proceed to camera ready art.
 

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A brochure that folds out is an excellent way to equally distribute and separate the positive aspects of your product.

This fold-out mailer has a lot of information to dispense. The cover gives an overview of what can be found inside. So, mystery, romance and thrilling adventure are promised by the headline. I elected to illustrate the entertainment value of all that with smiling faces viewing exciting images on a glowing screen.
From there, five more features are described using the same image concept, each complete with a headline, subhead and copy on its own individual folded panel. Like five little ads within one large brochure format. The balance of the space is devoted to the address panel, a special offer and a listing of all the cable tv stations available with this service. With so much to say, equally grouping each point within its own defined space makes the entire presentation far more likely to be absorbed.

Creative functions:
Art direction, co-creative direction,
photo montage and design*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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