What does an Art/Creative Director do?

People often ask me this question and here’s my answer:

I have the skill set to completely
transform a brand’s perception.

Whether a brand’s logo hangs on its storefront, or their products are shown in a advertisement, how we perceive a brand will determine our decision to purchase or do business with a brand, or not.

The example above is a picture of a necklace I art directed. You can see it’s actual retail price to the right/below, yet with proper direction, our perception is transformed to believe the necklace has a much higher value after seeing the styled photo.

Art Direction is the thoughtful research and process of establishing your audience, creating brand storytelling, defining your purpose and deciding what feelings you want your customers to experience.