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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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exhibit creative direction
 

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s in a poster, an exhibit's copy and imagery should be filtered down to their simplest forms. Saying what is needed in a most concise fashion stands the best chance of being understood by a passing audience. A simple approach also improves the message's speed of delivery and ability to be remembered. The exhibit's ability to utilize structural dimension and mechanical components is what distinguishes it from a poster.
Existing brand momentum and the specifics of an initiative's history also need consideration. Message elements that should be included could depend on their visibility in other promotions to date. Now the goal for simplicity is challenged because an entire history needs to be reviewed. Temptation to show all but the proverbial kitchen sink can become hard to resist.
Simplicity, dimension and history, all balanced to ensure a quick and most effective creative message? This is where the creative director lays everything out on a big surface to separate the wheat from the shaft. Usually in one sitting, an approach will be deciphered that makes discriminating use of an exhibit's mechanical potentials while satisfying the criteria for a powerful message.
 

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sample

Beware of the fluff.

Always, the relationship between a headline and key visual is the top priority. Always, because the strength of its message is what generates attention to everything else. While exhibit hardware and dimensionality are qualities that can enhance attraction, they can also take precedence over an exhibit's purpose if they distract from what needs to be said.
In this sample, the effect of top quality digital pictures and sound is supported by happy faces. Secondarily, the campaign's special offer is presented with text copy. The sound's proof of quality can be experienced, along with more image evidence, through the monitor.

Creative functions:
Co-creative direction, art direction, design and photo montage*

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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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