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With input about mood, style and marketing goals from the creative director or job originator, it is time to envision a look.
by Andy Attiliis

Frequently, however, so much of the brand's visual characteristics have been established by now that it would seem that there is little left to do. Not much more than a masthead approach and a rough layout idea along with logo, typograpical and imaging guidelines may be sufficient to get a designer started.
         This is where some extra attention to an entity's personality should be given. Because, just a bit of time with things like the company's themeline, philosophy and description could provide some insightful inspiration. Combined with the visual history, a little reading can reveal a heretofore unrealized aspect of an organization's being. Such information could make supportive image styling and even some decorative enhancement positively viable.
         Many times, the search for meaningful creative visual enhancement yields little. It becomes obvious that nothing has been missed. That nothing more than well considered art direction of the existing design parameters will do. But, if there is a way for style and mood to further some measure of an entity's uniqueness while preserving the brand, a newsletter can be the perfect place for such an expression. And, this is where some extra scrutiny will yield enhanced understanding between an organization and its audience.

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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