Art Direction
The visual decisions on a page, made deliberately. What leads, how image and type sit together, what is allowed to be loud, and what has to stay quiet.
Who it is for
Anyone whose current site was assembled from a theme. Businesses whose photography is good and is being wasted by the layout around it.
The problem it solves
Template layouts flatten everything to the same rhythm, so a visitor cannot tell what matters and decides nothing does. Art direction puts a hierarchy back that belongs to your business specifically.
What I do
- 01Decide the composition of every page before any of it is built.
- 02Set the grid the page is composed on, and mark where it gets broken on purpose.
- 03Hold the pages against each other so the site reads as one publication.
- 04Direct what gets emphasis on a phone, where most of the traffic will read it.
What you end up with
- Art directed compositions for every template on the site.
- The grid and the rules for departing from it.
- Composed pages, built to the direction.
02Also in Design & Art Direction
- Website DesignPage design, states, and the path to the thing you want.
- Motion & KineticsMovement that carries meaning and stays smooth.
- Image DirectionWhat to shoot, what to cut, and how it sits on the page.
- Copy & ContentThe words on the page, written and placed.