Concepting & Art direction

Bringing Your Campaign to Life.

Concepting is one of the most fun parts of marketing. In this creative idea-generating stage, anything and everything is possible, and all ideas are welcomed. The more options you have and angles you consider, the more confident you’ll be in your final decision. Once we narrow things down to a single creative concept, the art director will carry this unifying theme throughout all media for a given campaign. 

Art direction is what gives a design substance and brings it to life. It elevates and enhances meaning. Design is the how, but direction is the why. A skilled art director passes every decision through the filter of the creative concept, to make sure it supports the message and is consistent with your brand voice (see: Brand Voice). A good design makes for a strong start, but the right art director will use visual imagery and language to enhance a story’s meaning and make an advertising campaign memorable and effective.   

Countless aspects contribute to the overall “feel” of a design, and a seasoned art director knows what to fine-tune. Color plays a large role, whether it’s the color family used in a logo or the color grading in a commercial. If there is a written element, choices such as font, size, weights and spacing can say more than the actual words themselves. Even composition and balance can be used strategically; unbalanced work can be unsettling but more attention-grabbing.