There’s more to art direction than just taking an idea, concepting it out and commissioning the final design. For me art direction is about collaborations, gathering people who have differing creative eyes and artistic strengths to develop and deliver a truly spectacular design. Working with artists and creative directors has been one of the greatest privileges in my profession so far; building relationships is key to creative success.
In my role as Head of Design at Archivist I not only manage the art direction process but also take products all the way from concepting artwork to printing and going to market, essentially leading in the whole journey of the visual touch points of new designs and products.
Here are just a couple of the spotlight projects and an overview of some of the main elements to the art direction role.
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It all begins with an idea. Working with the Creative team and led by me, visual reference points, mock-ups and loose artwork will be worked on. Weekly catch-up and a live critical path keeps the schedule on track, but also ensures there aren’t too many revisions and change in directions!
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Once concepts are developed and costings approved, I brief and commission any out-of-house design work.
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The main commission goes over to existing and new artists. Working from my own mock-ups or sketches artists and designers are normally briefed to specific specifications but are sometimes given open briefs. Contracts and payment terms, as well as commission statements are all managed by me.
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Once artwork has been received and I’ve checked for final amends I then ensure the designs are print-ready and liaise with printers and studio managers. All final digital print proofs are signed off by me.
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In my role at Archivist the art direction goes beyond the design and packaging of products and follows through to the photography and overall marketing of the collections and designs. The main deliverables are product shots, lifestyle photography, website updates, eDMs and printed mailers, overseeing social campaigns and any necessary collateral for in-person trade shows for launches.
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Seasonal and New Collections
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Brand Mark
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Soap Packaging
Brand Photography
Colour, vibrant, fun designs need dynamic photography. To bring all the new collections to market I’ve directed and led the team to deliver engaging as well as functional photography for the website, social media and printed collateral. Out-sourcing both photographers and at times stylists, I take the project from initial mood boards and briefs to final deliverables into application.
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Once the collection is signed off design-wise, using a campaign focus I draw visual ideas and shot lists together to brief a photographer and stylist. I ensure the photographer is happy with compositions, location setting and light concepts ahead of delivery and I oversee the direction of the photographer on the day of shooting.
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Working both in-house and with local contacts I use briefings and in-person meetings to gather props and key locations to work with the overall shoot concept. I also work with a team on the day to style specific shots and room dressing.
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I weave photos throughout the main user journey for all new launches, ensuring any touch points of user engagement uses hero imagery. Using a mixture of more simple flat-lays and stylised lifestyle photography helps the products to remain the integral focus. I’m also sensitive to where there needs to be brand storytelling and more functional, impactful product images to captures sales.
Collaborating with photographers in a more creative way has also open up opportunities to feature in new publications and have far more freedom of structure due to the well-curated existing photography.
My most proud feature to-date.
Article in Blumenhaus Magazine. Art direction, artist and product commission, copywriting and photography selection managed by me.