Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
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Using gaming's concept of Progression, this presentation takes viewers on a journey that demystifies the roles and disciplines of Design, Art Direction, and Creative Direction – demonstrating how they can be mastered to take your creative work to the next level.
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Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
- 1. UNLOCKING CREATIVITY HOW TO HARNESS THE POWER OF DESIGN, ART DIRECTION & CREATIVE DIRECTION
- 3. BUILDING RELATIONSHIPS & TELLING STORIESv - DAN WIEDEN, WIEDEN + KENNEDY :EVERYTHING WE DO COMES BACK TO TWO THINGS
- 4. BUSINESS CARDS ARE THE HOLY GRAIL TELLING OUR STORY AND USING IT TO BUILD RELATIONSHIPS.
- 6. FINANCES
- 7. ACADEMICS
- 11. PROGRESSION
- 12. THE T-SHAPED MODEL BREADTH OF KNOWLEDGE DEPTHOFEXPERTISE
- 15. NOOB DESIGNER FEW SKILLS NO LOOT ( PROJECT MANAGER :
- 16. CREATIVE DIRECTOR MIN WORK. MAX PROFIT. ART DIRECTOR RESPONSIBILITY + WORK WITHOUT REWARD. DESIGNER NOOB: NO SKILLS. GRIND FOR EXP. PROGRESSION SYSTEMAT BIGAGENCIES
- 18. THE OVERLAP IS REAL.Regardless of your actual role, title, or function – in a successful environment, at some point you have to do everything, and that can also confuse everyone.
- 20. 20 ABETTER FRAMEOF REFERENCE DRAWS ATTENTION OR ENGAGEMENT CHANGES BEHAVIOR Conceptual Development Against Strategy Vision and Strategy that Meet Business Goals & Objectives EVOKES EMOTION DESIGN ART DIRECTION CREATIVE DIRECTION Execution of Concept Through Tactics
- 21. DESIGN
- 25. DESIGN ISN’T JUST HOW SOMETHING LOOKS, IT’S HOW IT WORKS. STEVE JOBS
- 26. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING
- 27. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE GRIDS & LINE SPACING KERNING
- 28. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPACIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SPATIAL RELATIONSHIP & LINE SPACING KERNING
- 29. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SUP? & LINE SPACING KERNING
- 30. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE ALIGNMENT & LINE SPACING KERNING
- 31. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATESUBSTRATE & LINE SPACING KERNING
- 32. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SIZE& LINE SPACING KERNING
- 33. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE CONTRAST & LINE SPACING KERNING
- 34. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIEARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE HIERARCHY VISUAL & LINE SPACING KERNING
- 35. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING PERSPECTIVE
- 36. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING & LINE SPACING KERNING & LINE SPACING K E R N I N G
- 37. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING LAYOUT
- 38. DETAILS FROM GOOD TO GREAT DETAILS DETAILS
- 39. Shading creates muddiness that detracts from bright aesthetic Red pepper detracts from the prominence of new flag Spatial relationships and layout forces strain on eye, no primary focal point
- 40. Background brightened to increase visual contrast Red pepper removed to increase visibility of the new flag Veggies reduced to create a stronger central focal point
- 41. DESIGNERS ARE PROBLEM SOLVERS FOCUSED ON THE LOOK AND TECHNICAL EXECUTION OF AN IDEA OR CONCEPT. TLDR- THEY MAKE AWESOME SHIT.
- 42. COLLABORATION TECHNOLOGY DESIGN PRINCIPLES FOUNDATION IN ART SOFTWARE & TOOLS TECHNIQUE & APPLICATION T-SHAPED MODEL DESIGNER
- 43. What’s the concept or message? Is there a brand style guide or existing assets? Are there specs or dielines? Where is this going to live and for how long? Is there a word count I need to adhere to? Do do these colors vibrate? Is my composition easy to understand and/or use? How does this composition, image, or feature respond or look on all devices/viewports? What’s does the user experience look like? What’s the main point of conversion, and do these colors, fonts, or graphics help guide a user to achieve it? ASKING THE RIGHT QUESTIONS
- 44. “Design is a fun thing. Love this shit. Stop complaining and learn to roll with the punches. Some shit’s gonna suck, but, some shit will pay the rent or even a mortgage. We’re all in that boat. At the end of the day, make stuff you love. And don’t be afraid to share it with everyone. Say it loud and say it proud. Oh..And Don’t stretch type, ever.” AARON DRAPLIN, DDC
- 45. ART DIRECTION
- 48. ART DIRECTION IS NOT DESIGN. IT’S ABSTRACT – CONNECTING WHAT YOU’RE SEEING WITH WHAT YOU’RE EXPERIENCING.
- 49. LOOK FeeL&AND
- 58. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD FLOW BALANCE TEXTURE CONSISTENCY MESSAGE
- 60. [Example of Moodboard; TMG]
- 61. ART DIRECTORS MANIPULATE THE POWER OF DESIGN + EMOTION TO CREATE MEANINGFUL EXPERIENCES.
- 62. CHANNELS & PLATFORMS PRESENTATION & MENTORSHIP TECHNIQUE & APPLICATION SOFTWARE & TOOLS FOUNDATION IN ART DESIGN PRINCIPLES HUMAN-CENTERED APPROACH VISUAL COMMUNICATION T-SHAPED MODEL ART DIRECTOR
- 63. What’s the strategy? What’s the canvas? Who is the audience? How is this message or concept relevant to them? What’s the brand position, tone, or voice? What’s the feeling, emotion, or reaction this piece needs to convey? Is it on-brand, or on-message? Can the message/design be easily extended across different channels and mediums? Do these colors or typefaces convey the right feeling or mood? Is the message clear enough to cut through the noise and be understood within seconds? ASKING THE RIGHT QUESTIONS
- 64. FRASER’S RULE Understand it in less than 3 seconds. See it from 4 steps away. Say it in less than 5 words. 3 4 5
- 65. CONTEXT DELIVERY FROM GOOD TO GREAT
- 69. CREATIVE DIRECTION IS THE INTERSECTION WHERE ART DIRECTION AND DESIGN MEET STRATEGY. IT’S WHAT CHANGES CONSUMER BEHAVIOR. - DAN MALL, CREATIVE DIRECTOR
- 70. CULTURAL TRUTH PRODUCT TRUTH CUSTOMER TRUTH BEST IDEAS (AND THE CREATIVE DIRECTION BEHIND THEM)
- 71. CREATIVE DIRECTION CAN AND SHOULD COME FROM ANYWHERE. LIKE THE ACCOUNT GUY!
- 72. SO WHAT MAKES A GREAT CREATIVE DIRECTOR?
- 73. TECHNIQUE & APPLICATION SOFTWARE & TOOLS FOUNDATION IN ART DESIGN PRINCIPLES T-SHAPED MODEL HUMAN-CENTERED APPROACH VISUAL COMMUNICATION CREATIVE DIRECTOR CREATIVEMANAGEMENTBUSINESS CHANNELS & PLATFORMS INDUSTRY CONCEPTUAL IDEATION STRATEGIC APPLICATION
- 74. YOU’RE A CREATIVE GENERALISTYOU’RE A CREATIVE GENERALIST YOU AREN’T JUST A JACK OF ALL TRADES. YOU’RE A MASTER OF THEM TOO.
- 75. THE TEAM DOESN’T WORK FOR YOU. YOU WORK FOR THE TEAM.
- 76. YOU’RE THEIR SWORD & SHIELD.You’re their inspiration, using your mastery to show them the way – empowering their purpose and ability to solve problems.
- 77. YOU’RE FEARLESS.You lead the charge, doing whatever it takes to carry a project to the finish and ensure the final product isn’t just good…it’s great.
- 78. & BREATHE STRATEGY. YOU LIVE Every idea is focused on the lifeblood of the business. You do your homework and know how to play the game, whatever it takes to sell in the work.
- 79. YOU CONNECT THE DOTS THROUGH CURIOSITY. You see what others can’t, using what’s relevant today to change the outcome of tomorrow.
- 80. DROGA JAY CLOW WIEDEN v GET INSPIRED. KELLEY OGILVY FORD WRIGHT
- 81. CLIFF BLESZINSKI JJ ABRAMS PHARRELL WILLIAMS
- 82. 82 THE FRAME REVISITED ARTWORK & COPY BUSINESS STRATEGY Creative Director uses business goals + objectives to craft a strategic approach & establish a vision that will inspire the ideation and tactical execution. Art Director uses the strategy to develop concepts that set the visual language and deliver a clear message. Designer executes the concept through required tactics. Art Director ensures the design/ execution of the concept is cohesive, consistent (on-brand), and clearly delivers the message. Creative Director makes sure the final product is on-strategy, aligns to the business goals, and meets the objectives. PLANNING DELIVERY CREATIVE DIRECTON ART DIRECTION DESIGN VISUAL SYSTEMS & CONCEPT DEVELOPMENT
- 85. ARTWORK & COPY BUSINESS STRATEGY DISCOVERY ART DIRECTION DESIGN VISUAL SYSTEMS & CONCEPT DEVELOPMENT EXECUTION CREATIVE DIRECTION Create a single, timeless yet contemporary brand with people & relationships at it’s core, retaining the equity of the name “McIntyre” Utilize soft shapes, teals, custom high- contrast photography, conversational language, and a logo based on the concept of the handshake to convey a real, human-centric message Clean, easy to navigate layouts and grid systems with light copy, high contrasting red CTA buttons, prominent use of new brand teal, and custom iconography style Does each page of the relaunched site, every icon, every photo and every treatment reflect a unique, highly engaging aspect of relationship building (without looking dated or generic)? Will the refreshed identity, new site, and revised articulation unify the business segments, change the perception of the brand, and drive an increase in clients + candidate engagement? $
- 88. ARTWORK & COPY BUSINESS STRATEGY PLANNING ART DIRECTION DESIGN VISUAL SYSTEMS & CONCEPT DEVELOPMENT EXECUTION CREATIVE DIRECTION Build a digital presence that would reflect a “no bullshit” game studio, with a community first approach for a mature gamer audience, utilizing all relevant social channels Expand on provided look and feel via moodboard and establish a gaming-centric UX to showcase a bold “work hard, play hard” concept that is unique to BKP Photography-driven page layouts that seamlessly executed a responsive, gaming-centric UX with short, easy to read copy, and clear CTAs Does each page of the site speak to gamers using an edgy, provocative voice, familiar UX, and bold imagery? Will the new site provide BKP with a centralized window to create a dialogue on all relevant social channels with their fans? Will the site and brand be future-proof for staff, platforms, and titles?
- 89. CREATIVEPOTENTIAL PURPOSE + CLARITY = PURPOSE + SKILL + CLARITY =