Art Direction

Direct creative work that extends the brand into specific deliverables. Photography, illustration, video, motion, campaigns, environmental design.

This skill assumes brand identity is approved (brand-identity complete). Art direction is about applying and extending it, not defining it.

When to use

• Briefing photographers, illustrators, videographers
• Developing campaign creative concepts
• Directing in-house creative teams
• Writing creative direction documents for vendors
• Evaluating creative deliverables for brand fit
• Adapting brand visual identity to a new format or context

When NOT to use