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22/09/2026 - xx/xx/2026 (Week 1 - Week 3)
Art Direction / Bachelor of Design (Hons.) in Creative Media
Carren Yeliandi / 0376990
Task 1 - Art Direction & Leadership

TABLE OF CONTENTS






Lectures


Week 1 - Introduction to Art Direction

The difference between Graphic Designer and Art Director is that Graphic Designer creates pieces while Art Director decides how the pieces works together. Graphic Designer deals with individual task and illustration while Art Director deals with campaign identity and consistent visual language as well as deciding its applications. 

The 3 pillars of Art Direction : 
  1. Vision : Mood, Tone, Color, Image, Typography, Composition, Overall Aesthetic.
  2. Cohesion : Consistency in multiple platform and media type.
  3. Leadership : Leading multiple type of designers.
4 criterias for a good Art Direction :
  1. Strategy & Storytelling : The visual idea needs a reason to exist.
  2. Contextual & Cultural Harmony : The audience needs to be able to understand and accept the idea.
  3. Systemic Cohesion : The visual DNA should remain recognisable.
  4. Craft & Technical Precision : The concept should be able to be produced properly.
5 step Art Direction methodology : 
  1. Research : Market & Audience Research
  2. Strategy : Turn it into Visual Direction 
  3. Develop : Explore before Committing
  4. Build : Turn the approved direction into usable visual assets
  5. Deliver : Bring everything together
6 criterias to look for in Design Briefs : 
  1. Problem : What needed to be solved ?
  2. Audience : Who needs to respond ?
  3. Message : What should be most memorable ? 
  4. Context : How to design for multiple different platform ?
  5. Deliverables : Where do the idea need to apply ?
  6. Opportunity : What's the hidden creative opportunity ?
Formulating a Creative Problem Statement :

"How might we [Action] + [Target Audience] + so that [Desired Outcome/Impact] + despite [Constraint/Challenge] ?"


Key Creative Considerations : 
  • Brand & Strategy
  • Cultural & Contextual 
  • Visual System & Scalability
  • Production & Craft




Instructions

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