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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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illustration creative direction
 

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efore Photoshop, the creation of images that could not be taken with a camera was mostly left to illustrators using traditional graphic methods. How things have changed. Now, with the aid of digitalization, tripping the light fantastic is possible for many more of us. For a creative director, though, the primary goal remains to make sure that images communicate well while conforming to guidelines of the brand. So, with more extraordinary choices to choose from comes the need to look at word and image relationships with closer scrutiny.
Then, once the content is decided upon, there are more style choices than ever to consider. Fortunately for the creative director, only a sense of what's appropriate need be suggested to an art director whose pleasure it is to find and guide the right illustrator. Here's where life and work experience are tested from an illustration point of view to create the kind of rendering that will most appeal to a target audience.
 

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For guarantee interest and excitement, here's how to find a new view.

Jot down the goal and possible contents for an upcoming illustration concept. During relaxed moments, turn individual objects around until they relate to each other in unusual ways. Note or sketch positions, relationships or anything else that feels meaningful. We're not necessarily expecting solutions yet, just the beginnings of an idea. Any word combinations that come to mind, record them too. Try to keep it all legible and accessible on a single sheet of paper. The point is to get pertinent visuals in our grasp before trying to formulate a finished concept.
The key to making this strategy work is fending off pressure. With practice, we can use time to its best advantage without letting outside influences pressure us into a poor or desperate solution. All we need do is be firm about allowing ourselves just two hours to be spent in tiny increments during a four day period. When used up in two to four minute blocks of time, that averages out to about thirty mini-creative sessions with ten minutes left over to do an understandable little thumbnail. If we stay calm and allow it to happen, the reward will be a neat new way of looking at something.
Part of the concept for this sample is what came to mind when I viewed a keyboard from many different angles. The value of using little people came later. As for setting the scene at night, this decision seemed correct through the entire process.

Creative functions:
Creative direction, art 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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