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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 STORIESv
- 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
V
AND
CAREER
PATHS...
PROGRESSION
THE T-SHAPED MODEL
BREADTH OF KNOWLEDGE
DEPTHOFEXPERTISE
NOOB DESIGNER
FEW SKILLS
NO LOOT (
PROJECT
MANAGER
:
CREATIVE
DIRECTOR
MIN WORK. MAX PROFIT.
ART DIRECTOR
RESPONSIBILITY + WORK WITHOUT REWARD.
DESIGNER
NOOB: NO SKILLS. GRIND FOR EXP.
PROGRESSION
SYSTEMAT
BIGAGENCIES
PUTTINGYOURTHUMBPRINTONSOMETHINGDOESN’TMAKEYOU
ACREATIVEDIRECTOR...ITJUSTMAKESYOUANASSHOLE
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
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
DESIGN
WHATGREATDESIGN
LOOKSLIKE...
DESIGN ISN’T JUST HOW
SOMETHING LOOKS,
IT’S HOW IT WORKS.
STEVE JOBS
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
GRIDS
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPACIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SPATIAL RELATIONSHIP
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SUP?
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
ALIGNMENT
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATESUBSTRATE
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
SIZE& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
CONTRAST
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIEARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
HIERARCHY
VISUAL
& LINE SPACING
KERNING
FORM AND
FUNCTION
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
PERSPECTIVE
FORM AND
FUNCTION
DESIGN IS
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
DESIGN IS
GRIDS
PERSPECTIVE
LAYOUT
VISUAL
HIERARCHY
READABILITY
SPATIAL RELATIONSHIP
ALIGNMENT
CONTRAST
SIZE
SUBSTRATE
& LINE SPACING
KERNING
LAYOUT
DETAILS
FROM GOOD TO GREAT
DETAILS
DETAILS
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
DESIGNERS
ARE 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 MODEL
DESIGNER
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
WHATGREAT
ARTDIRECTION
FEELSLIKE...
ART DIRECTION IS NOT DESIGN.
IT’S ABSTRACT – CONNECTING WHAT YOU’RE SEEING WITH WHAT YOU’RE EXPERIENCING.
LOOK FeeL&AND
VV
BAD
DESIGN
happy
birthday
GOOD
AD
GOOD
DESIGN
BAD
AD
V
V
V
V
VISUAL
LANGUAGE
ART DIRECTION IS
VISUAL
LANGUAGE
ART DIRECTION IS
MOOD
VISUAL
LANGUAGE
ART DIRECTION IS
MOOD
TONE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCY
MESSAGE
VISUAL
LANGUAGE
ART DIRECTION IS
TONE
COLOR
PALETTE
MOOD
FLOW
BALANCE
TEXTURE
CONSISTENCYFONT
PAIRINGS
MESSAGE
[Example of Moodboard; TMG]
ART DIRECTORS
MANIPULATE 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 MODEL
ART 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 DELIVERY
FROM 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 GENERALIST
YOU 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
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.
PLANNING
DELIVERY
CREATIVE DIRECTON
ART DIRECTION
DESIGN
VISUAL SYSTEMS &
CONCEPT DEVELOPMENT
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?
$
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?
CREATIVEPOTENTIAL
PURPOSE + CLARITY =
PURPOSE + SKILL + CLARITY =
WHAT’S YOUR STORY?
@DIGITALSURGEONS

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Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Creative Direction