CRAFTING NEW IDEAS
ART DIRECTION & CONCEPTS
As a Senior Art Director, I have developed and conceptualized visual ideas for a spectrum of creative projects. From conducting user and market research and writing a brand brief, to crafting storyboards, directing photo shoots, and defining the overall visual style, I ensure that the artistic vision remains in harmony with the project objectives. Along the way, I collaborate with copywriters, managers, and clients not to mention guiding design teams, so they can easily carry on the visual style and vision.
CAPTURING CREATIVITY
My creative process is ever-evolving, fueled by a stream of inspiration captured in real-time. With my trusty pencil, I grab inspiration from various sources—be it intricate architecture, new art, or street trends. When a new idea or concept in an exciting form strikes me, I either sketch it by hand or take a screenshot, adding it to my digital queue of ideas.
DESIGN THINKING
I often use the non-linear, iterative process of Design Thinking in my creative approach as it involves a series of cognitive, strategic, and practical procedures. In each area, I use a range of tools and methods to evolve my artistic vision. This includes conducting market and user research, setting up surveys, defining personas, selecting design drivers, crafting moodboards, sketch and ideation sessions, developing prototypes, and user tests.
SURVEYS
In the initial research phase, conducting user surveys can provide valuable insights. Using tools like Google Forms or SurveyMonkey, I create surveys tailored to your needs. Through visual elements and targeted questions, I gather valuable insights to inform the design process.
BRAND BRIEF
Whether you're a large corporation or a small start-up, you can benefit from the 8 areas in a Brand Brief. It’s a structured method for understanding and defining your brand identity, before initiating a creative project. Let me assist you in crafting this essential document for you and future Design Teams to work from.
COMPEDITOR ANALYSES
As an Art Director, I extend beyond design and ideation. I involve in strategic thinking, including understanding the competitors. My knowledge in several business areas is a key asset and I often employ Spidergrams, providing an overview of competitors for market positioning.
TARGET GROUPS
As an Art Director, understanding the target audience is central to my strategic approach. Utilizing segmentation tools such as ConZoom and crafting detailed Personas are integral parts of my process.
DESIGN DRIVERS
After conducting user and market research, the process of crafting Design Drivers for my vision becomes a smooth task and serve as guiding principles in visualizing a design. The examples show Design Drivers for a jewellery design visualised in the moodboard below.
PHOTOSHOOTS
As an Art Director, I have a lot of experience in directing photoshoots, overseeing every aspect from location scouting and casting of models to guiding makeup artists and providing instructions to the photographer. With attention to detail, I ensure that the visual concept and brand message are effectively communicated through each photograph.
