Art direction is a holistic overview of the brand’s visual and written communication. It is inclusive of branding, identity, packaging, naming, marketing, advertising, and other deliverables. The art direction for a brand sets the tone and voice for the further development of collaterals.
As an art design agency, it is imperative to look at the brand strategy and set the voice through art direction. It helps in maintaining consistency and brand recognition grows with this. It gives the target consumers to connect with a visual and verbal imagery and gives your brand a guideline to follow whenever you want to launch a new campaign.
The art direction process starts with identifying the major keywords for the brand, what are the values, what the brand represents, what is the strategy and what goals are in place for the branding effort. Then, we work towards exploring various possibilities and directions with varied styles, collaterals, finally ending to mutually agree on one style that articulates the brand well. We then execute the direction with our well-equipped team in the art and designing firm.
The art direction leads to building a brand identity, that gives your brand a presence and a recognization factor. This will help the target audience to relate with the brand, recognize it and start building a loyalty.