Inhale The Complete
Creative Process.
Here's a course that shows pros from all walks of life how to efficiently create successful messages. This breath of fresh air brings you 36 years of hands-on experience from Andy Attiliis.
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marketing ideas & tactics for your business
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367 Marketing Ideas & Tactics for Your Business
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approach

experience

perspectives

portfolio

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

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

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creative direction

art direction

design

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writing

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job information form for design

job information form for illustration

job information form for writing


Words and images that compliment each other perfectly are usually conceived by, or under the guidance of a seasoned creative director. Not only do they  excite and compell, they concisely communicate what's needed within the parameters of an existing brand. When the brand has not yet been defined, these first communicative efforts should become the standard for further development of corporate identity.

The ability to provide creative direction is most often  built on experience gained in one or more of the other creative areas. Proven art directors and writers are prime candidates for advancing to a creative director position. With backgrounds that normally include a degree in a communications related field, plus varying levels of professional design, writing, illustration, photography and production exposure and/or experience they have been learning how to create messages for many years. For those who are so inclined, such a work history gradually suggests a routine that facilitates the development of compelling concepts. A way of thinking that furthers uniquely meaningful word/ image combinations and the capability to present them successfully. Drawn from a long career in advertising agencies, the disciplined approach taken by Andy Attiliis facilitates productive creative direction.

approach

a. Review information and materials supplied by the marketing director and/or job originator. Make use of a job information form to organize and consolidate necessary input. b. Determine how this input is creatively relevant to the target audience and/or marketing goals. c. Begin to develop a sense of feeling and style that will best carry the new message. d. Record the phrases and images that best support the emerging direction as they come to mind  e. Refine these ideas with more complete written concepts that describe possible word and image combinations. f. When there is a creative team*, decide how to best dispense the materials, most pertinent data and appropriate feelings to the art director and writer. g. Render thumbnail ideas. These first rough concepts benefit the creative process in a variety of ways. Free from the pressure of having to be perfect, they encourage spontaneous thinking. Quick to do and easy to understand, they distill an idea into the simplest of forms. Such a modest approach reveals conceptual merit, or lack thereof, immediately. Even after much creative exploration, an initial thumbnail sometimes turns out to be the very best solution. h. Review all the ideas to decide which is most likely to succeed. i. Present the decision and a written rationale to the client and/or other project originators. j. In some situations, to help make the final concept selection, provide the client with a fax survey form, e-mail survey form or multiples of enlarged thumbnails for a focus group study.  k. With approval of the concept, oversee, direct and approve art direction and writing of the finished project.

*Not all creative project scenarios use a full creative staff. In many cases, a very experienced independent professional is the best choice for creative quality and efficiency. When there is not a creative team, Andy Attiliis can also provide art direction, design, illustration and writing as necessary.


Except where otherwise indicated, all writing and creative functions displayed on this site are by Andy Attiliis. Creative functions is a listing that highlights specific work performed on each sample.
All information found in this portfolio should be considered individual views based on the work experience of its author.

Copyright 2001 Andy Attiliis