Then there is something to be said about creative that veers the viewer to see the point unexpectedly, while colouring within the lines of the Brand Book: Besides good old Pantone parameters, typographical rules tend to be the bedrock that keep your brand compliance honest.
Keep religiously to the kerning, typeface, line width and point size stipulations but push creativity around these non-negotiables.
Always adhere to simplicity and take care with each element with which you choose to tell the story. In Bell’s words, “Crop with care” and words from his high school art teacher: “If it looks right, it is right” which takes us full circle to our first point.
To tread on the quick sand that can be art direction, you have to start with having a great eye for design and an ear for the words.
Of course there’s the dealing with the humans: To become great in art direction you need unspoken respect from designers and copywriters, whose two worlds strangely often do not see eye to eye.
What’s our take on art direction?
To become an art director is a choice in your career focus.
It is as unknown a journey as each person’s personality. It calls for self confidence in creativity, open mindedness and knowing the depth and breadth of creative strength in your studio.
What’s more is that art direction in the world of speed communication tests your ability to harness the talent and experience that you have at hand for multiple briefs, simultaneously. It insists that the art director is able to challenge this talent and build up each team member despite a deadline.
At the same time, art direction calls for you to be the creative conscience. To keep the output authentic to the message.
Otherwise what precisely is the point?