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marketing ideas & tactics for your business
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367 Marketing Ideas & Tactics for Your Business
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creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

art direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
layout
logo
magazine
masthead
newsletter
photography
poster
web

design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
icon
logo
magazine
masthead
newsletter
poster
presentation
web

illustration
black and white
captioned toons
caricature
color
comic strip
icon
line
line and color
map
mixed
photo montage
photo illustration
product
retouching
stock
storyboard
web

writing
ad
brand
brochure
captioned toons
comic strip
editorial
headline
poster
theme line
web


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masthead creative direction
 

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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.
 

aoo.jpgWhen during the naming process there is no clear winner, with all else being equal, a masthead's ability to speak should break the tie. Here, great care was taken to make sure that everyone concerned understood the design advantage of working with this name.
Once the name was secure, aspects of its parent company's brand history such as typography and promotional personality were addressed in layout form. Rather than needing to create many designs using a variety of names, it was possible to focus effort on an approach that definitely had much to say.

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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