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The only rules or guidelines on Web creative direction that can be considered steadfast are traditional standards that already apply to the other media.
by Andy Attiliis

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.


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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