Art direction
Art direction is the part of a project where somebody decides what everything is going to look like, and then holds that line while a dozen other people make decisions of their own. Without it a campaign drifts: the photography says one thing, the layout says another, and the brand ends up looking like three companies.
Direction starts with references rather than opinions, which means a visual direction you can actually see. Framing, colour, typography and tone are agreed before a photographer is booked or a page is designed, because it is far cheaper to reject a direction on a mood board than to reject a finished shoot.
On shoots, the set is run, the photographer briefed and frames checked as they come in, so you leave with images that work in the layouts they were meant for. Afterwards the retouching, the crops and the artwork are directed too, because what keeps a campaign coherent is applied at the end as much as the beginning.
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Related to art direction
Creative direction
One idea carried through a whole campaign, from photography and film to layout and media, with every supplier directed so the result feels deliberate.
Brand identity design
A complete identity system: logo, typefaces, colour, photography style and layout rules, with guidelines that keep every future piece unmistakably yours.
Product photography
Consistent product photography for online stores, catalogues and advertising, covering every angle, detail and in-use shot a buyer needs to decide.
Event and lifestyle photography
Award evenings, launches, tastings and golf days covered from an agreed shot list, with quick social selects on the night and a fully edited set to follow.
Video production
Brand, corporate and product films planned from a clear brief, shot and edited to a sensible budget and cut for every place the video will be seen.
Retouching and image manipulation
Product retouching, clipping, colour matching and composites finished to a brand standard, so every image in a range looks consistent and ready to use.
Start a conversation
If you have a shoot, a campaign or a launch coming up and nobody has yet decided what it should look like, that is the conversation to have first. Share what is planned and you will get a view on the direction it needs.
Design and digital agency. Brand, design, visual production and digital marketing, handled by one studio from the first brief to the finished work.
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