Art direction is a fancy name that sounds cool to say when you meet someone new.
- "I'm an artistic designer". - "... cool"
No more questions because most people don't understand what it is about.
Art direction is helping a client find its identity and its voice. Creating an harmony and link between your different communication items
(website, flyers, corporate identity, design, etc.) is necessary if you want your customers to understand who you are and what you do. They must recognize you instantly.
If you produce a video you'll contact a producer, for printed items a graphic designer, for your office decoration a decorator, for your social media activity a community manager, for your products a branding agency.
You need someone who has a global vision of all, and can do it, or direct these actors to express the same idea: you.
The art director is the architect of your identity.
chic cham - design and lifestyle brand & store
co-founder of the brand and store Chic cham. Art direction of the creations, the visual communication and the scenography of the store.