: developing an overall look / style / visual concept
Simply put, art direction gives substance to design. It enhances design by giving it a touch of humanité. The goal is to determine the emotional response you’re aiming for and then, the harder part—to come up with a way to tap into that emotion.
Having a highly collaborative process is essential to creating a solid look, style and overall concept for your product or campaign. We put our heads (and hearts, bien sûr…) together to create an overall feeling or vibe that connects people to your brand. A feeling that provokes, inspires, transforms – whatever it takes.