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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 STORIES
v- 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
VAND CAREER PATHS...
PROGRESSION
THE T-SHAPED MODEL
BREADTH OF KNOWLEDGE
DE
PT
H O
F E
XP
ER
TIS
E
NOOB DESIGNER
FEW SKILLSNO LOOT (
PROJECT MANAGER
:
CREATIVE DIRECTOR
MIN WORK. MAX PROFIT.
ART DIRECTORRESPONSIBILITY + WORK WITHOUT REWARD.
DESIGNERNOOB: NO SKILLS. GRIND FOR EXP.
PROGRESSION SYSTEM AT BIG AGENCIES
PUTTING YOUR THUMBPRINT ON SOMETHING DOESN’T MAKE YOU A CREATIVE DIRECTOR. . . IT JUST MAKES YOU AN ASSHOLE
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
A BETTER FRAME OF 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
DESIGN
WHAT GREAT DESIGN LOOKS LIKE...
DESIGN ISN’T JUST HOW SOMETHING LOOKS, IT’S HOW IT WORKS.STEVE JOBS
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
GRIDS
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPACIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SPATIAL RELATIONSHIP
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SUP?
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
ALIGNMENT
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATESUBSTRATE
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SIZE & LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
CONTRAST
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIEARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
HIERARCHYVISUAL
& LINE SPACING
KERNING
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
PERSPECTIVE
FORM AND FUNCTION
D E S I G N I S
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
FORM AND FUNCTION
D E S I G N I S
GRIDS
PERSPECTIVE
LAYOUT
VISUAL HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
LAYOUT
DETAILSFROM GOOD TO GREAT
DETAILSDETAILS
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
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
DESIGNERSARE PROBLEM SOLVERS FOCUSED ON THE LOOK AND
TECHNICAL EXECUTION OF AN IDEA OR CONCEPT.
TLDR- THEY MAKE AWESOME SHIT.
COLLABORATION TECHNOLOGY
DESIGN PRINCIPLES
FOUNDATION IN ART
SOFTWARE & TOOLS
TECHNIQUE & APPLICATION
T-SHAPED MODELDESIGNER
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
“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
ART DIRECTION
WHAT GREAT ART DIRECTION FEELS LIKE...
ART DIRECTION IS NOT DESIGN.IT’S ABSTRACT – CONNECTING WHAT YOU’RE SEEING WITH WHAT YOU’RE EXPERIENCING.
LOOK FeeL&A N D
VVBAD DESIGN
happy birthday
GOOD AD
GOOD DESIGN
BAD AD
V
V
V
V
VISUAL LANGUAGE
A RT D I R ECT I O N I S
VISUAL LANGUAGE
A RT D I R ECT I O N I S
MOOD
VISUAL LANGUAGE
A RT D I R ECT I O N I S
MOOD
TONE
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD MESSAGE
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD
FLOW
BALANCE
MESSAGE
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD
FLOW
BALANCE
TEXTURE
MESSAGE
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCY
MESSAGE
VISUAL LANGUAGE
A RT D I R ECT I O N I S
TONE
COLOR PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCY
FONT
PAIRINGS
MESSAGE
ART DIRECTORSMANIPULATE THE POWER OF DESIGN + EMOTION
TO CREATE MEANINGFUL EXPERIENCES.
CHANNELS & PLATFORMS
PRESENTATION& MENTORSHIP
TECHNIQUE & APPLICATION
SOFTWARE & TOOLS
FOUNDATION IN ART
DESIGN PRINCIPLES
HUMAN-CENTERED APPROACH
VISUAL COMMUNICATION
T-SHAPED MODELART DIRECTOR
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
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 DELIVERYFROM GOOD TO GREAT
CREATIVE DIRECTION IS THE INTERSECTION WHERE ART DIRECTION AND DESIGN MEET STRATEGY.
IT’S WHAT CHANGES CONSUMER BEHAVIOR.
- DAN MALL, CREATIVE DIRECTOR
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 COMMUNICATION
CREATIVE DIRECTOR
CREATIVEMANAGEMENTBUSINESS CHANNELS & PLATFORMS INDUSTRY
CONCEPTUAL IDEATION
STRATEGIC APPLICATION
YOU’RE A CREATIVE GENERALISTYOU’RE A CREATIVE GENERALISTYOU 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 and ability to solve problems.
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.
& 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.
YOU CONNECT THE DOTS THROUGH CURIOSITY.You see what others can’t, using what’s relevant today to change the outcome of tomorrow.
DROGA JAY CLOW WIEDEN
v
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 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.
PLANNINGDEL
IVER
Y
CREATIVE DIRECTON
ART DIRECTION
DESIGN
VISUAL SYSTEMS & CONCEPT DEVELOPMENT
ARTWORK & COPY
BUSINESS STRATEGY
DISCOVERY
ART DIRECTION
DESIGN
VISUAL SYSTEMS & CONCEPT DEVELOPMENT
EXEC
UTION
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?
$
ARTWORK & COPY
BUSINESS STRATEGY
PLANNING
ART DIRECTION
DESIGN
VISUAL SYSTEMS & CONCEPT DEVELOPMENT
EXEC
UTION
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?
CREATIVE POTENTIALPURPOSE + CLARITY =
PURPOSE + SKILL + CLARITY =
WHAT’S YOUR STORY?
@DIGITALSURGEONS
