Like some other independent design professionals his experience has come full circle. Andy Attiliis has a work history that includes positions in many creative roles. This is particularly helpful when considering the art direction of a job. Because he has worked from both sides of the drawing board, he is able to deliver seasoned guidance and satisfy all of the necessary art directional challenges. In other words, make very sure that what has been suggested as a visual solution is actually possible artistically; that it will support the the approved marketing and creative directions; and that it can be accomplished without jeopordizing the brand.
How can I deliver unbridled visual excitement? When is exquisitely tasteful understated calm appropriate? Should there be vibrant contrast or will subtle muted tones make a strong headline more dynamic? Has the aesthetic look of this particular initiative already been established in a prior effort? These are the kinds of considerations that must be made in order to properly guide the artistic progress of a job. Finding exciting, successful visual solutions is furthered by comprehensive information and a specific approach.
a. Review information and materials supplied by the creative director, marketing director, writer and/or project originator. Make use of a job information form to organize and consolidate necessary input. b. When there is a creative team*, work with the creative director and writer to help develop a compelling and informative creative concept. c. Participate in the initial conceptual phase by submitting thumbnail layouts as new ideas come to mind. These initial 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 early thumbnail sometimes turns out to be the very best solution. d. Choose a style of design, illustration and/or photography that will best enhance the approved creative direction. e. Direct how existing graphic elements such as logos, symbols, layout and typographical format should be maintained to preserve brand recognition. f. As necessary, direct, inspire and quality control design, illustration and/or photography.
*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 creative direction design, illustration and writing as necessary.