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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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art direction layout
 

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etailed layouts of approved concepts, especially for complicated designs, should be worked out by an art director or senior designer. Here is a where a great deal of design experience is needed to create a working layout that anticipates all the potential problems of a complex design. For the designer who will provide finished art, the photographer and/or illustrator it will be an indispensable guide. Especially when accompanied by typographic and image style samples. In many cases, such a workup should also be sufficient to secure approval from a client so that final production can begin.
A second situation that is served well by detailed sketches occurs when a few options are needed to nail down the right approach. Because one concept has not yet been chosen, these can be somewhat looser, so long as supportive notations are provided. The main purpose of such a collection is to get the creative direction nailed down for concepts that can't be fully depicted in a thumbnail.
Obviously, to satisfy either of the above scenarios, well thought out pencil sketches are the most efficient way to work. Confidence is the key to being able to work in such a comfortable manner. This is easily acquired by clients who carefully review a great deal of work by their creative provider. With assurance that the experience needed is present, the expectation that a quality piece will be delivered is a given. It follows that extra time for a number of color comprehensives depicting different concepts should rarely be needed.
 

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During the first stage of a complex design is no time to consider color.

A stylized headline custom fitted to an extremely complex key visual with lots of text that's peppered by more than a few subheads is quite a lot to make work in one ad layout. In order to successfully compose so many details in a timely manner, the layout approach was to combine a pencil drawing with computer type. To even consider color at this stage can be confusing. It is much more efficient to settle on style first and then consider color from existing portfolio samples.
This is where due diligence of the prospective artist's work should instill confidence needed to move ahead. If there are concerns about color, maybe the brand needs to be matched which can be done while the work is in progress. Especially if the work is being done in a digital format whereby an image can easily be converted and e-mailed to the art director.

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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