What is Art Direction?

Surely you have heard of this term before but you have not fully understood it. Today we tell you its importance in the branding of your brand. Art direction is a key tool in any visual communication project. It is the way in which we build a certain aesthetic in the service of the purpose of a brand

Art direction creates a communication experience in which art directors, graphic designers, photographers, illustrators, composers, programmers and more collaborate…

In a Branding project, the art director deals with the strategic part of the project, coordinating and supervising the work of designers and other creatives at your service.

Art direction is the soul of branding, shaping a brand's identity through a cohesive visual narrative. By blending creativity with strategy, art direction transforms brand messages into compelling visual experiences that resonate with audiences and set brands apart.

Marta Soler

CMO & Business Developer

The Art Director is not a Graphic Designer

The art director is a communicator. Its main function is to create a visual communication experience in which form and function materialize. His job is to integrate the utility and beauty of a visual system. To do this, it is supported by the structure of a creative team that will help forge the creative vision created for the brand and thus be able to materialize the project.

The importance of Art Direction in Branding

Art direction helps create visual solutions for your client, making each project and each problem have a different solution. So each one has its personality and essence. At INNOVANT, we work for clients from very diverse industries such as the health, education, logistics, architecture and construction sectors. Therefore, it is essential to understand what the behaviors are within each sector and thus stand out from the competition.

We Never Stop Watching

Art direction is a discipline in continuous evolution. It requires to be continually renewed. To have a good art direction you have to be up to date. You have to be very curious. Know what is happening around us. Typography, photography, trends, animation, even memes. Not only is it necessary to stay culturally or have knowledge of the most important current visual arts, we must also take into account and detect in advance everything that is yet to come. You have to be quite curious to decipher the visual and aesthetic codes that surround us. This is an unavoidable attribute that cannot be ignored in order to have a good art direction exercise.

Now that you know the importance of art direction in the branding of a brand, trust the best art directors to fulfill your strategy. Because it is thanks to this that you will ensure if the set objectives are achieved visually. In other words, with the art direction we conceptualize, visually and graphically, the messages of your brand. And this can be through photography, illustration, advertising and design. Don't be afraid of it and dare to stand out in your sector with a good art direction!

If you want to know more about creativity, we tell you about it in our blog.