Art Direction

Art direction is a difficult service to describe. What it is? Why would you need it? How is it different than design? Why can’t I do it myself? Well, of course you can – you can design your corporate strategy brochure using clip art as well.

What is art direction?

Art direction is the development of creative concepts – which communicates to audiences using attention grabbing devices such as metaphor, theme, and symbolism. Because art direction manifests itself in a number of different ways, it is naturally hard to define.

Art direction vs graphic design

In most visual communication media, art direction is as important as graphic design. But where art direction is about telegraphing ideas and concepts, graphic design is about look and feel – and focuses on typography, color, size and placement relationships.

Typical art direction projects

An example art direction in action was the development of Shelter's 'One million children' campaign. Shelter wanted something powerful and modern that illustrated the "e;hidden housing problem"e; for children in the UK. They got what they asked for and a lot more. We not only gave them an image that was iconic but also provided a 'language' for the campaign. Imagery of children camoflauged into the background provided a compelling metaphor to quickly communicate the problem and effect social change.

Taking that hand drawn visual and turning it into a beautiful, powerful image that is flexible enough to be used on a billboard and a postage stamp isn’t easy.

Another example of where a client may need art direction is a campaign photo shoot. Things usually start by establishing a concept for the shoot, writing the photographers brief, casting the models, choosing the photographer, securing locations, catering, you name it.

But the real art direction comes in on the day. Conceptual visuals are just that; they are not the end product.Unless you are really lucky, when the set is made, the models in place and you look into the camera, imagination and reality have become separated. Then, you have to adapt, whilst retaining the message and ensuring technically, the image will still work. Being aware of constraints like; bleed, can the image accept type over it, can it be converted to black and white, etc...

Directing the art

Art direction also applies to overseeing the creative work as a whole. That can mean working with in-house design teams or other external consultancies.

Navig8 has art directed, in some capacity, a vast array of situations, budgets and scenarios.

Case studies and examples:

	Ed Byrne identity We created a full marketing suite which included a photo shoot, stage set design and post production to help comedian Ed Byrne on his 100 date tour. »more
	Shelter Core materials and 1 million children campaign Shelter’s biggest campaign to date. Part of this project included a photographic shoot, location selection and post production. »more
	RCN Student Guide The brief was to give it a clean but funky design and ensure that it was something that would appeal to students while representing the RCN and all it's facets. Navig8's approach was to represent the 'voice' of the RCN students through vivid colour, bold type treatment, and a friendlier tone of voice. »more