aming and directing the search for visual support of your masthead's message is the second part of a creative director's job. When it comes to this, or any other kind of communicative device, the first order of business is to gather materials that describe its history. Such research is then distilled to find the creative characteristics that should be reflected in a new design. This study will yield necessary information about typography, a themeline, visual style and any other defining aspects of the identity's long term promotional personality. Protection and furtherance of an existing brand are the ultimate rewards of taking just a little time to start things off right.
During the process of familiarizing oneself with past efforts, inspiration for the job at hand springs forth automatically. First impressions and ideas will emerge that should be recorded in an annotated thumbnail form. Now, armed with both a history and some valid creative notes, a creative director is ready to approach art direction in a more specific and meaningful way than would otherwise have been possible. Enough so that at least a page's worth of creative strategy can be prepared and given to everyone involved. Based on the most relevant and pertinent information, such a reference will serve to set everyone's mind on the correct goals for this unique masthead. It's great value will be a group understanding of the creative rationale before a concept is ever presented.
Let the typography sing.
It doesn't happen often. But, whenever a masthead name says samething that can be visualized, let it be so. Even if the concept seems a little too obvious, creative distinction can be infused with quality. By taking great pains to make sure that all the details are rendered perfectly and with imagination, an exciting new life will always emerge.