Adding creative direction can take your brand development to a different plane, helping it connect with your audience on a deeper level and boosting your brand. However, many business owners do not understand, or see the value, in creative or art direction.
Creative direction is the branch of brand development that deals with the concepts around a brand. It’s the ideas that become a reality in the form of logos, advertising campaigns, marketing materials and more. It can be hard to define because rather than being one thing, it’s a combination of many elements, including:
- Art – the visuals of the brand, how it looks
- Design – applying the principles of graphic design to your concept
- Strategy – how your concept affects your audience and changes the perception of your brand
As a practical example, think of a world-famous brand like Coca-Cola. Over years and decades, it’s creative direction that has come up with the red can, the distinctive logo and its iterations over the years, its Christmas ads that run every year. All the individual pieces of branding, marketing and advertising that Coca-Cola does will all fit with its creative direction.
However, creative direction is not just for big brands like Coke. From a design for a flyer, to a new logo, to a total redesign of a website, it works better when you have an overarching concept in play.
Why you need creative direction?
As mentioned before, the world’s biggest and most successful companies have used creative direction over long periods of time to build a brand and connect with their audience on a massive scale. It would not have been possible to do this without it. Without a winning concept behind their brand, their visual presence and marketing activity would be disjointed and inconsistent.
Even smaller businesses will find benefits from taking a more strategic, thoughtful approach to their branding. Whether it’s the consistent use of a colour that makes your audience think in a certain way (dark blue is associated with professionalism and trust, for example), or a strapline that you can use across your site and marketing materials, you can make creative direction work for you.
Creativity is our bread and butter (and sometimes our tea). Whether itʼs launching a new brand or reinvigorating an old one, we‘ve perfected the art.
Building bold, resonant, electrifying brands is what weʼve been doing for 10+ years. And although our branding clients range from tiny startups to global brands, our recipe for success is fundamentally the same.
It‘s a highly collaborative process that begins with some intense introspection and discovery, explores strategic and creative options, and culminates with the launch (or relaunch) of an authentic brand that simply cannot be ignored.
Your brand is more than your logo, name or slogan — it’s the entire experience your prospects and customers have with your company, product or service.
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