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art director

Page history last edited by PBworks 13 years, 1 month ago

Art Director

Output of this stage: an agreement on the look and feel of the piece, and a collection of the assets that will be used in document creation




The job of the art director is to lead the collaboration that translates the design brief into the "look and feel" of the final product.


Unless you have a long experience with the client the best practice is to get a clear idea early one, before document creation begins.


Every designer/client has a different approach, depending on their history and expectations.


The most efficient practice is when the designer and client ave worked together before, having built up the trust and understanding so that communication between them is based on sucessful experience.


With many freelance projects this is not the case.


One approach is to

1. Have the discussion to make sure the design brief is clear.

2. In the absence of a clear written brief, the designer writes up a brief and sends to the client for an ok.

3. Often this will lead to another round of conversations to more clearly articulate the project.

4. The designer then can supply a visual rendition of his/her understanding of the agreements that were reached.

5. Once agreement is reached on "look and feel", the Art Director suggests the images, colors, typography and other elements that will be in the piece.

6. Depending on the trust between designer and client, this can then be moved into document creation.

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