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.
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.
19.
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
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
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
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
69. CREATIVE DIRECTION IS
THE INTERSECTION WHERE
ART DIRECTION AND
DESIGN MEET STRATEGY.
IT’S WHAT CHANGES CONSUMER BEHAVIOR.
- DAN MALL, 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.
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.
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
83.
84.
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?
$
86.
87.
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?