approach

experience

portfolio

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


contact
online estimating
phone consultation
tools and ideas

home

phone consultation

overview
 

s8.gif

overview

 

creative direction

art direction

design

 

illustration

writing

 

 

corporate id

web

 

Please call 1.866.666.3498 toll free to arrange your consultation.

Or to set it up via email, begin by selecting one of the links above. It should be the creative function that most closely relates to the issue you want to resolve. In each case, you'll find a sample summary of a creative concern which will help you address your own situation.

Andy Attiliis will be your consultant. He has provided clients with all of the creative functions in a variety of combinations for over 35 years. Andy knows from experience that their correct execution is vital to enjoying a productive creative process.

If necessary, to refresh your understanding of the creative functions before proceeding, please visit these links: creative direction, art direction, design, illustration, writing, corporate identification and Web. From each of these pages, you will find related information categorized according to 18 media vehicles in the navigational column to your left.

Additionally, the following overview serves to highlight issues that Andy considers in the creation of any communicative effort. It also previews subjects that you may want to address in your consultation.

Maintaining creative styles from one message to the next is the primary goal.

Such a course forwards positive memorability. Conversely, inconsistency will most likely cause confusion. It stands to reason that if creative direction was effective to begin with, any new messages should be built upon the original look, mood and copy style. To do otherwise is like changing your personality from one meeting to the next. Instead of allowing people to understand and like the positive consistencies of your character, they won't know what to expect or remember. This is not the most effective way to build credibility or establish a strong corporate image.

We must remember that our tastes grow more and more varied because we are exposed to thousands of exciting visions every day.

That's why the incessant temptation to shoot ourselves in the foot by completely changing our message's look won't go away. The reality, however, is that only mega budget advertisers who can afford to deliver multiple impressions per week get to be liked for changing their stripes on a whim. The rest of us make a mega mistake trying to be as nimble. Instead, in order to ensure sucess, we must remain consistently strong and true to our own style.

It is also important to realize that jumping on someone elses visual bandwagon is the worst way to create a unique and memorable presence. Ever seen so many swoopy shapes in your life? These days, it seems like everyone wants an oval shaped comet-like vapor trail whizzing through there logos. With visual misunderstanding so prevelant, it's no wonder that so many strive to be like what they perceive everyone else likes. What a shame, because art direction and design isn't rocket science. All it takes is a few well done, well targeted, unique and consistent looking impressions per year for others to admire our efforts and creative tastes.

Sensibly considered and chosen correctly, right from the beginning, an image style should be able to further your message decades.

Think about a local ad campaign you know of that's based on the same old look. While it's been around for years and isn't everyone's cup of tea, longevity and consistency have made it unforgettable. The point is that any service or product must be good to have lasted for so long, whether it has had the support of great advertising, or not. Put that reputation together with unwavering loyalty to one creative direction and the inevitable value of positive recognition must work. Whether everyone loves the look or not, such a combination is bound to enjoy continued success. It follows that since image style and design is such an important part of building an identity, learning to nurture and live with just one should deliver the greatest reward.

For commercial or self promotional purposes, writing must always put the practical needs of a reader first.

Because these are competitive situations, copywriters must be very careful to present information in the order of importance that will most likely hold attention. If successful, chances of moving an audience to take the desired action are greatly increased.

For defined spaces, like a magazine page, the strategy of delivering sensible degrees of detail in logical stages has been a natural solution since the birth of advertising. In many ways the limitations of an ad or brochure's size is comforting. With only so much space to fill comes the mutual understanding between writer and reader that there is a limit to how much can be explained. On the Web, however, room for writing and many other kinds of communication is boundless. Which means that the stages and quantity of information made available to explain a product or service can be far more comprehensive than ever before.

Never publish a communication without understanding why you like it and how it works.

This is where consultation that includes a review of your project or intentions is particularly helpful. Knowledgeable third party advice from someone like Andy Attiliis is sometimes needed for us to get behind our promotional messages 100%. Which is where you must be to ensure the most positive results. Otherwise, you'll suffer hesitation when the time comes to repeat a look and style, the next necessary step to furtherance of corporate identity and success.

If sensible message delivery, positive creative attributes and appropriate strengthening of the existing brand aren't readily apparent, then you need to understand why. When an existing creative provider is unconvincing, you should seek out a second opinion. Your goal will be to gain the confidence necessary to make best use of a message by understanding its strategy and merit. Whether you come away with rave reviews or a few criticisms that are easily fixed, the net result will be a much more valuable tool than you ever had before. Because once you know what's right about an effort, your enthusiasm to use it will be lasting.
 


Except where otherwise indicated, all writing and creative functions displayed on this site are by Andy Attiliis. Creative functions is a listing that highlights specific work performed on each sample.
All information found in this portfolio should be considered individual views based on the work experience of its author.

Copyright 2001 Andy Attiliis