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367 Marketing Ideas & Tactics for Your Business
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creative direction
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annual report
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cover
exhibit
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illustration
logo
magazine
masthead
newsletter
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illustration art direction
 

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hen a new illustration is needed, it is important to review past effort. With a history of successful predecessors, theoretically much of the art director's job is done. Further, it would be a mistake to jeopordize the existing momentum by suggesting a new style of rendering. Instead, attention should be devoted to planning new content that will best support the current product or service within the boundaries that are already working. Deviation from the existing art direction would jeopardize the client's investment in an illustrative look that the audience already recognizes. The result will be that readers won't connect with the new approach as quickly as they did before.
When an art director starts from scratch, the assignment is more challenging. Now it is necssary to begin by settling on a style of illustration that best accommodates both present and future needs. Color intensity, complexity of content, mood, texture, line and shape are just some of the characteristics to be considered. Once decided, the art director should prepare a brief rationale about the chosen style to help keep each new endeavor as consistent as possible.
 

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Use color and style to brighten dry subject matter.

As interesting as it might be, complicated program information can be uninviting and difficult to absorb. That's why unexpected content is worth considering to help improve readership. In combination with vivid colors and a fun style, it can make the experience far more pleasant and worthwhile than anticipated. This multi-programmed depiction is intricate and detailed. Not only does it show the organizations and employees involved, but also places them in their most logical positions. For fun and relief, the environment used is an illustrated game board that features key visuals at appropriate junctures along the road to prosperity. Black outlines and contrasting colors are used to ensure maximum definition and readability.

Creative functions:
Art direction, creative direction, design and illustration*

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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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