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f a new assignment comes with a history of successful predecessors, theoretically much of the creative director's job is done. In such a case, it would be a mistake to jeopordize existing momentum by suggesting a new style of writing. Diversion from the established creative direction will devalue the client's investment in a message style the audience already knows. Readers won't connect with the unfamiliar approach as quickly as they did before. Instead, time and attention should be devoted to creating a concept that will best support the current product or service within the style boundaries that are already working well.
When a creative director starts from scratch, determining style becomes a major consideration. Now the job begins by settling on a style of writing that best accommodates both present and future needs. Here, the creative director should prepare a rationale about the chosen style to help keep each new endeavor as consistent as possible.

Before settling on a writing style, think of something unique about the audience.

People feel complimented when someone goes out of their way to understand them. Connecting through a style of writing is a wonderful way to bond with an audience without patronizing them. When considering the uniqueness of a printer's audience, "artistic" came to mind right away. So, without ever explicitly stating that the ad was directed to any specific group, I gave myself permission to use some sensitive alliteration peppered with a bit of hip slang.
The end result, as it should be, is an ad directed to everyone. Just under the surface, though, is enough feel-good vibe to warm the hearts of a primary audience. Such a use of style to improve the performance of a message is well worth the effort because it dramatically increases the odds that the largest group of readers will finish the entire message.
 

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The artists' choice
AmeriPrint knows that stunning art, precise separation and truthful duplication are the printing essentials. Meticulously allied they focus an artist's inspiration into tack sharp, eye blinking reality.
Only correct color can define bodies heavenly. Only impeccable film, perfectly registered, can make this world's technology seem extraterrestrial. And only scrupulous attention to client satisfaction can make all of the above actually happen while keeping your tab delightfully down to earth. So let the creative juices flow rampantly. AmeriPrint has grown to become the artists' choice for good reason:
Early on they recognized that inevitably, a superior printer's proof can only be seen in the pudding. For more proof, write or call for your free copy of the "Artists' Choice".

Creative functions:
Creative direction, art direction, design and writing*

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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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