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Few graphic identities average more than 10% of their full potential. This solution by Andy Attiliis is called the Creative Process For Communications For Branding For The Rest Of Us. In a comprehensive steb-by-step manner Andy shows how to efficiently propel your messages above and beyond.
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chart creative direction
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eing most familiar with a client's history from both visual and writing points of view, the creative director will have the best insight on how to approach the first need for chart art. That view must be clearly conveyed to the art director and writer so that an appropriate style or styles can be developed. Concise or general, illustrative or photographic, light or straight forward are some of the opyions that will need consideration.
It could be that two solutions will work best. A simple bar chart might be the right choice to communicate many groups of statistics while an illustrated chart would add interest to more specific information. As for style, depending on how strong other design elements are, a laid back chart style is often the answer because it will compliment rather than compete with more dynamic key visuals. Or, if the nature of a campaign is copy heavy with little to depict, a chart's presence can probably afford to be much stronger. When its content relates strongly to the headline, even a chart can flower into the role of key visual.
Once the characteristics have been established, they should be preserved ad infinitum. Without good reason to change direction, devoting further resources on a new look would only serve to detract from campaign consistency. Instead, what's been done should be accepted as one creative building block of the entire corporate identity. As such, like all other brand aspects, it's continuity over a long period of time will enhance an entity's recognizeability and credibility.
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sample
Two chart styles can be better than one.
In this annual report, for example, while a bar chart accommodates many groups of statistics, the pictoral chart provides visual interest while dispensing information about just one topic.
The bar chart design was first used on the 1992 Office of Workers' Compensation report and, since then, has been updated for at least eight consecutive years. While the data changes, the original template remains in service. Since this report goes to congressmen who must review a mountain such documents, the creative goal, as in an ad campaign, is to make it easy for them recognize and digest OWCP's information each year. So, considered reuse of an existing design is not only the most inexpensive and expedient approach, it can also be the most effective.
The pictorial chart was introduced in a year when the usual style of key visuals wasn't possible. Instead of re-inventing key visuals and creating a new look, I opted to expand and reformat specific information boxes with the help of stock photography. In this way, the overall design retains its past consistency while introducing a new creative building block that could be incorporated in future annual reports.
As an aside, I cannot resist urging folks to take advantages of existing solutions whenever they are available. No matter how much of a new project has already been developed in past versions, there is always plenty of room to perfect and improve on the endeavor. The calm that comes with beginning a job that already has existing direction can be very productive. Rather than groping to find new answers to replace solutions that already work, the mind is left clear and confident, capable of elevating the initial creative direction to a level it has not reached before.
Creative functions:
Creative direction, art direction and design*
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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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