Branding, Design and
Illustration Services.
In addition, Attiliis authors and teaches The Creative Process For Communications For Branding For The Rest Of Us.
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web art direction
 

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he Internet is our fourth and newest media. Like print, radio and television, it offers ways to communicate that were not available before. Some challenges that Web site creators face are also the same as those of our predecessors. A big one involves how to best maintain the client's brand and current message while utilizing an emerging media's capabilities in the most effective manner possible.
For best results, existing visual strategies must be translated to the Web. It would be a loss for even the most modest marketing initiatives to discard those recognizeable word and image combinations that have already been used in the other media. They are valuable messages because the audience has come to understand them and may be on the verge of taking the desired action.
A careful review of all existing images to assess potential for repurposing should be a first step in the initial development or renovation of a Web site. Such attention to detail will help ensure that the use of appropriate elements are properly transitioned. So, rather than search for brand new looks to create compelling excitement, a discerning art director will consider how unique presentation qualities of the Internet itself might enhance existing creative momentum. Interactivity, unlimited space and instant changeability, for example, all have great potential to keep elements from original print and broadcast efforts fresh and memorable on the Worldwide Web.

sample 

A linked index page that stays open throughout an entire visit allows for great art direction.

Especially in an extremely large site with hundreds of pages. In such situations, scores of links on every page could be necessary for easy navigation. With so many distractions, the art direction of a design that focuses well on content is difficult to accomplish.
 

wcc2.gifImagine an ever present page designed explicitly to fulfill navigational requirements. Fully comprehensive, this type of index page is linked to every location in the entire site. Extremely convenient, this page automatically positions itself behind the current page. Its exact position is offset slightly to make toggling from one to the other quite easy. Eliminated is the uneasiness of losing your present location in exchange for returning to the Home page's limited link selection.
Further, the benefit to an art director is immense. With the navigational requirements solved and out of the way, suddenly there is far more chance to slow surfers down in order to really capture their attention. Much like in print publications, key visuals and writing can finally dominate the space. Even some white space can be allowed to help invite the reader's eye. In the final analysis such well art directed pages are far more likely to be totally read and absorbed.

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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