We define the visual line of the project so that style, color, composition, tone and atmosphere all pull in the same direction.
Our aim is to build a clear visual identity, one able to guide every artistic decision and hold the universe consistent across all of its pieces.
What it usually involves
- The visual guidelines of the project and the standard by which a piece is approved.
- Review of the art the team produces, with notes written on the image itself.
- Supervision of external vendors and consistency across teams.
- Direction sessions with the creative team.
- A living style document, updated as production moves forward.
When it makes sense
When the project has no art direction on staff, when the one it has is saturated, or when the art has been passing through several hands for a while and has stopped looking like the same production. Also at pitch, where what is needed is judgment rather than volume.
Directing art we did not make ourselves is common — it is in fact the normal case for this service. And when it is combined with concept art it tends to work better, because an argument about an image is settled faster by drawing the alternative than by describing it.
Shall we talk?
Tell us the project and the stage it is at. We would love to hear your idea.
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