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web creative direction
 

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he only rules or guidelines on Web creative direction that can be considered steadfast are traditional standards that already apply to the other media. For example, when considering existing corporate identity there should be no confusion about whether or not to utilize the existing brand and messaging direction. Without exception, those elements should be translated to the Web endeavor as faithfully as possible. On the other hand, any new doctrine that could uniquely relate to the Internet is constantly changing, at least to a degree, with the emergence of new technology. A case in point is the capability for interaction on a Web site. As becomes more sophisticated, creative strategy in regard to where, when and how interactive devices can best be presented will change. Therefore, developing a technological presence that can be expanded upon makes great sense. In this way, those features that aren't quite perfected yet can be integrated when they become more practical.
It is also important to look closely at Internet goals because they can be so vastly different from site to site. Which technical features and abilities will be in the unique interest of each client for both current and long-term needs? In order to provide the most informed answers, it is recommended that a creative director work with an Internet Technology specialist early in the process. Together, they can plan how creative and technical aspects of each site design can be combined for the best results. Such considered decision making now will ensure the development of a successful Web site for today and tomorrow.
 

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How to graphically enrich Web pages without making image load times unreasonable.

Sometimes, the conscience creative decision is made to include many more graphics than are usually found on a Web page. In this case, it was felt that healthy, smiling and friendly faces on every page would greatly help this site's mission. The strategy was accommodated in two ways. First, all the images were translated and tested to achieve the best look for the smallest byte size. Then, only the top images were appropriately changed when necessary to signal the start of a new section. That is, most images on the left stayed constant throughout selected areas on the site so that they did not need to be reloaded for each page.
Because this site's audience normally only uses a few pages at a time, the effect of duplication is not disturbing. So, the reward for just a little ingenuity is a Web presence that delivers graphically rich, colorful and reasonably fast loading pages throughout. Thus, regardless of the speed of one's Internet system, everyone has a reasonable opportunity to partake of the life saving information that is dispensed by CRFA.

Creative functions:
Co-creative direction, art direction, design and photo montage*

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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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