By Andy Attiliis
For the upper echelon of Fortune 500 companies, it is possible to create one brand new campaign after another. They are the mega advertisers whose businesses depend on providing multiple impressions to the public each week.With such enormous visibility, there is little chance of such identities being forgotten.
Conversely, smaller entities have to make the best of much less frequency. To ensure credibility, restraint must be exercised to keep their creative direction consistent over a far longer period of time. That is, if the style and messaging properties of an effort can survive long enough to be remembered, eventually an audience will recognize and believe in its merit.
Take this poster, for example. In order for such a unique direction to remain on course through many related endeavors, all of the creative disciplines must be synchronized. That is, the Creative Director must make sure that writing, art direction, design and illustration remain consistent in order to deliver the best long-term results.
Andy Attiliis believes it is the creative community's responsibility to provide clients with specific reasons for messaging decisions. With this knowledge, they are more likely to stay on course long enough to get resuts. He developed this work on the creative process and its functions to show how they can best be used to accomplish communication goals. Attiliis is a hands-on creative director who has provided creative direction, art direction, writing, design, and illustration for over 36 years.