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Whether a brochure is institutional or wants to sell something has direct bearing on its creative tone.
by Andy Attiliis

Its format (mailer, folder, booklet, etc.) must be taken into account. What's being done in the other media on the same subject and the existing brand strategy will also weigh heavily on how a creative director will endeavor to inspire and direct an art director and writer.
         If it is an image piece with many equally weighted subjects, the cover might not need a headline. But when a brochure must compete with 10 other items in a pile of mail to sell something, it makes good sense to immediately make the most arresting statement possible.
         Whatever variables need consideration, the challenge is to mix them in a combination that will take best advantage of each unique situation.
         Since all the ingredients are interrelated, it is a good idea to list them in writing. Seeing them all together on one page simplifies the decision making process which helps to ensure that each judgement will be correct.


Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.
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