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UNLOCKING
CREATIVITY
HOW TO HARNESS THE POWER OF DESIGN,
ART DIRECTION & CREATIVE DIRECTION
THE TRUTH
ABOUT
BUSINESS
CARDS...
BUILDING RELATIONSHIPS
& TELLING STORIESv
- DAN WIEDEN, WIEDEN + KENNEDY
:EVERYTHING WE DO COMES BACK TO TWO THINGS
BUSINESS CARDS
ARE THE HOLY GRAIL
TELLING OUR STORY
AND USING IT TO
BUILD RELATIONSHIPS.
LIFE FROM A
GAMER’S
PERSPECTIVE
FINANCES
ACADEMICS
EVERYDAY
TASKS
RELATIONSHIPS
V
AND
CAREER
PATHS...
PROGRESSION
THE T-SHAPED MODEL
BREADTH OF KNOWLEDGE
DEPTHOFEXPERTISE
NOOB DESIGNER
FEW SKILLS
NO LOOT (
PROJECT
MANAGER
:
CREATIVE
DIRECTOR
MIN WORK. MAX PROFIT.
ART DIRECTOR
RESPONSIBILITY + WORK WITHOUT REWARD.
DESIGNER
NOOB: NO SKILLS. GRIND...
PUTTINGYOURTHUMBPRINTONSOMETHINGDOESN’TMAKEYOU
ACREATIVEDIRECTOR...ITJUSTMAKESYOUANASSHOLE
THE OVERLAP IS REAL.Regardless of your actual role, title, or function – in a
successful environment, at some point you ha...
20
ABETTER
FRAMEOF
REFERENCE
DRAWS ATTENTION OR ENGAGEMENT
CHANGES
BEHAVIOR
Conceptual Development
Against Strategy
Vision...
DESIGN
WHATGREATDESIGN
LOOKSLIKE...
DESIGN ISN’T JUST HOW
SOMETHING LOOKS,
IT’S HOW IT WORKS.
STEVE JOBS
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPACIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIEARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
S...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
...
DETAILS
FROM GOOD TO GREAT
DETAILS
DETAILS
Shading creates
muddiness that
detracts from
bright aesthetic
Red pepper
detracts from the
prominence of
new flag
Spatial r...
Background
brightened to
increase visual
contrast
Red pepper
removed to
increase visibility
of the new flag
Veggies reduced...
DESIGNERS
ARE PROBLEM SOLVERS FOCUSED ON THE LOOK AND
TECHNICAL EXECUTION OF AN IDEA OR CONCEPT.
TLDR- THEY MAKE AWESOME S...
COLLABORATION TECHNOLOGY
DESIGN PRINCIPLES
FOUNDATION IN ART
SOFTWARE & TOOLS
TECHNIQUE & APPLICATION
T-SHAPED MODEL
DESIG...
What’s the concept or message?
Is there a brand style guide or existing assets?
Are there specs or dielines?
Where is this...
“Design is a fun thing. Love this shit. Stop complaining and learn to roll with the punches.
Some shit’s gonna suck, but, ...
ART
DIRECTION
WHATGREAT
ARTDIRECTION
FEELSLIKE...
ART DIRECTION IS NOT DESIGN.
IT’S ABSTRACT – CONNECTING WHAT YOU’RE SEEING WITH WHAT YOU’RE EXPERIENCING.
LOOK FeeL&AND
VV
BAD
DESIGN
happy
birthday
GOOD
AD
GOOD
DESIGN
BAD
AD
V
V
V
V
VISUAL
LANGUAGE
ART DIRECTION IS
VISUAL
LANGUAGE
ART DIRECTION IS
MOOD
VISUAL
LANGUAGE
ART DIRECTION IS
MOOD
TONE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCY
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCYFONT
PAIRINGS
MESSAGE
[Example of Moodboard; TMG]
ART DIRECTORS
MANIPULATE THE POWER OF DESIGN + EMOTION
TO CREATE MEANINGFUL EXPERIENCES.
CHANNELS &
PLATFORMS
PRESENTATION
& MENTORSHIP
TECHNIQUE & APPLICATION
SOFTWARE & TOOLS
FOUNDATION IN ART
DESIGN PRINCIPLE...
What’s the strategy?
What’s the canvas?
Who is the audience? How is this message or concept relevant to them?
What’s the b...
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
CONTEXT DELIVERY
FROM GOOD TO GREAT
CREATIVE DIRECTION IS
THE INTERSECTION WHERE
ART DIRECTION AND
DESIGN MEET STRATEGY.
IT’S WHAT CHANGES CONSUMER BEHAVIOR.
...
CULTURAL
TRUTH
PRODUCT
TRUTH
CUSTOMER
TRUTH
BEST IDEAS
(AND THE CREATIVE DIRECTION BEHIND THEM)
CREATIVE DIRECTION CAN AND SHOULD
COME FROM ANYWHERE.
LIKE THE
ACCOUNT GUY!
SO WHAT MAKES A GREAT
CREATIVE DIRECTOR?
TECHNIQUE & APPLICATION
SOFTWARE & TOOLS
FOUNDATION IN ART
DESIGN PRINCIPLES
T-SHAPED MODEL
HUMAN-CENTERED APPROACH
VISUAL...
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.
THE TEAM DOESN’T WORK FOR YOU.
YOU WORK FOR THE TEAM.
YOU’RE THEIR
SWORD & SHIELD.You’re their inspiration, using your mastery to
show them the way – empowering their purpose
a...
YOU’RE
FEARLESS.You lead the charge, doing whatever it takes
to carry a project to the finish and ensure
the final product i...
& BREATHE
STRATEGY.
YOU LIVE
Every idea is focused on the lifeblood of the
business. You do your homework and know how to
...
YOU CONNECT
THE DOTS
THROUGH
CURIOSITY.
You see what others can’t, using
what’s relevant today to change
the outcome of to...
DROGA JAY CLOW WIEDEN
v
GET INSPIRED.
KELLEY OGILVY FORD WRIGHT
CLIFF BLESZINSKI JJ ABRAMS PHARRELL WILLIAMS
82
THE FRAME REVISITED
ARTWORK & COPY
BUSINESS
STRATEGY
Creative Director uses business
goals + objectives to craft a
stra...
ARTWORK & COPY
BUSINESS
STRATEGY
DISCOVERY
ART DIRECTION
DESIGN
VISUAL SYSTEMS &
CONCEPT DEVELOPMENT
EXECUTION
CREATIVE DI...
ARTWORK & COPY
BUSINESS
STRATEGY
PLANNING ART DIRECTION
DESIGN
VISUAL SYSTEMS &
CONCEPT DEVELOPMENT
EXECUTION
CREATIVE DIR...
CREATIVEPOTENTIAL
PURPOSE + CLARITY =
PURPOSE + SKILL + CLARITY =
WHAT’S YOUR STORY?
@DIGITALSURGEONS
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction
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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.

Veröffentlicht in: Design
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Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction

  1. 1. UNLOCKING CREATIVITY HOW TO HARNESS THE POWER OF DESIGN, ART DIRECTION & CREATIVE DIRECTION
  2. 2. THE TRUTH ABOUT BUSINESS CARDS...
  3. 3. BUILDING RELATIONSHIPS & TELLING STORIESv - DAN WIEDEN, WIEDEN + KENNEDY :EVERYTHING WE DO COMES BACK TO TWO THINGS
  4. 4. BUSINESS CARDS ARE THE HOLY GRAIL TELLING OUR STORY AND USING IT TO BUILD RELATIONSHIPS.
  5. 5. LIFE FROM A GAMER’S PERSPECTIVE
  6. 6. FINANCES
  7. 7. ACADEMICS
  8. 8. EVERYDAY TASKS
  9. 9. RELATIONSHIPS
  10. 10. V AND CAREER PATHS...
  11. 11. PROGRESSION
  12. 12. THE T-SHAPED MODEL BREADTH OF KNOWLEDGE DEPTHOFEXPERTISE
  13. 13. NOOB DESIGNER FEW SKILLS NO LOOT ( PROJECT MANAGER :
  14. 14. CREATIVE DIRECTOR MIN WORK. MAX PROFIT. ART DIRECTOR RESPONSIBILITY + WORK WITHOUT REWARD. DESIGNER NOOB: NO SKILLS. GRIND FOR EXP. PROGRESSION SYSTEMAT BIGAGENCIES
  15. 15. PUTTINGYOURTHUMBPRINTONSOMETHINGDOESN’TMAKEYOU ACREATIVEDIRECTOR...ITJUSTMAKESYOUANASSHOLE
  16. 16. 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.
  17. 17. 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
  18. 18. DESIGN
  19. 19. WHATGREATDESIGN LOOKSLIKE...
  20. 20. DESIGN ISN’T JUST HOW SOMETHING LOOKS, IT’S HOW IT WORKS. STEVE JOBS
  21. 21. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING
  22. 22. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE GRIDS & LINE SPACING KERNING
  23. 23. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPACIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SPATIAL RELATIONSHIP & LINE SPACING KERNING
  24. 24. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SUP? & LINE SPACING KERNING
  25. 25. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE ALIGNMENT & LINE SPACING KERNING
  26. 26. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATESUBSTRATE & LINE SPACING KERNING
  27. 27. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE SIZE& LINE SPACING KERNING
  28. 28. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE CONTRAST & LINE SPACING KERNING
  29. 29. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIEARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE HIERARCHY VISUAL & LINE SPACING KERNING
  30. 30. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING PERSPECTIVE
  31. 31. 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
  32. 32. FORM AND FUNCTION DESIGN IS GRIDS PERSPECTIVE LAYOUT VISUAL HIERARCHY READABILITY SPATIAL RELATIONSHIP ALIGNMENT CONTRAST SIZE SUBSTRATE & LINE SPACING KERNING LAYOUT
  33. 33. DETAILS FROM GOOD TO GREAT DETAILS DETAILS
  34. 34. 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
  35. 35. 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
  36. 36. DESIGNERS ARE PROBLEM SOLVERS FOCUSED ON THE LOOK AND TECHNICAL EXECUTION OF AN IDEA OR CONCEPT. TLDR- THEY MAKE AWESOME SHIT.
  37. 37. COLLABORATION TECHNOLOGY DESIGN PRINCIPLES FOUNDATION IN ART SOFTWARE & TOOLS TECHNIQUE & APPLICATION T-SHAPED MODEL DESIGNER
  38. 38. 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
  39. 39. “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
  40. 40. ART DIRECTION
  41. 41. WHATGREAT ARTDIRECTION FEELSLIKE...
  42. 42. ART DIRECTION IS NOT DESIGN. IT’S ABSTRACT – CONNECTING WHAT YOU’RE SEEING WITH WHAT YOU’RE EXPERIENCING.
  43. 43. LOOK FeeL&AND
  44. 44. VV BAD DESIGN happy birthday GOOD AD GOOD DESIGN BAD AD V V V V
  45. 45. VISUAL LANGUAGE ART DIRECTION IS
  46. 46. VISUAL LANGUAGE ART DIRECTION IS MOOD
  47. 47. VISUAL LANGUAGE ART DIRECTION IS MOOD TONE
  48. 48. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD
  49. 49. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD MESSAGE
  50. 50. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD FLOW BALANCE MESSAGE
  51. 51. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD FLOW BALANCE TEXTURE MESSAGE
  52. 52. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD FLOW BALANCE TEXTURE CONSISTENCY MESSAGE
  53. 53. VISUAL LANGUAGE ART DIRECTION IS TONE COLOR PALETTE MOOD FLOW BALANCE TEXTURE CONSISTENCYFONT PAIRINGS MESSAGE
  54. 54. [Example of Moodboard; TMG]
  55. 55. ART DIRECTORS MANIPULATE THE POWER OF DESIGN + EMOTION TO CREATE MEANINGFUL EXPERIENCES.
  56. 56. CHANNELS & PLATFORMS PRESENTATION & MENTORSHIP TECHNIQUE & APPLICATION SOFTWARE & TOOLS FOUNDATION IN ART DESIGN PRINCIPLES HUMAN-CENTERED APPROACH VISUAL COMMUNICATION T-SHAPED MODEL ART DIRECTOR
  57. 57. 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
  58. 58. 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
  59. 59. CONTEXT DELIVERY FROM GOOD TO GREAT
  60. 60. CREATIVE DIRECTION IS THE INTERSECTION WHERE ART DIRECTION AND DESIGN MEET STRATEGY. IT’S WHAT CHANGES CONSUMER BEHAVIOR. - DAN MALL, CREATIVE DIRECTOR
  61. 61. CULTURAL TRUTH PRODUCT TRUTH CUSTOMER TRUTH BEST IDEAS (AND THE CREATIVE DIRECTION BEHIND THEM)
  62. 62. CREATIVE DIRECTION CAN AND SHOULD COME FROM ANYWHERE. LIKE THE ACCOUNT GUY!
  63. 63. SO WHAT MAKES A GREAT CREATIVE DIRECTOR?
  64. 64. 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
  65. 65. 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.
  66. 66. THE TEAM DOESN’T WORK FOR YOU. YOU WORK FOR THE TEAM.
  67. 67. 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.
  68. 68. 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.
  69. 69. & 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.
  70. 70. YOU CONNECT THE DOTS THROUGH CURIOSITY. You see what others can’t, using what’s relevant today to change the outcome of tomorrow.
  71. 71. DROGA JAY CLOW WIEDEN v GET INSPIRED. KELLEY OGILVY FORD WRIGHT
  72. 72. CLIFF BLESZINSKI JJ ABRAMS PHARRELL WILLIAMS
  73. 73. 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
  74. 74. 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? $
  75. 75. 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?
  76. 76. CREATIVEPOTENTIAL PURPOSE + CLARITY = PURPOSE + SKILL + CLARITY =
  77. 77. WHAT’S YOUR STORY? @DIGITALSURGEONS

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