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Creative Direction

One standard across every piece.

Deciding how the work should look, sound and feel, and holding every piece to it.

Creative direction comes with the engagements where we make something people see or use: a site, a product, a campaign, a place. We set the direction and stay with the work until it ships.

What it covers

Direction written down

We explore a few distinct directions, show each one applied to real content, and choose one together. Then we write it down precisely enough that other people, and other tools, can follow it.

A visual system

Colour, type, imagery and motion, and the rules for combining them.

Voice and tone

How the work speaks, from headlines to button labels, matched to how it looks.

Examples of what’s off

Clear “not this” guidance, so anyone producing work can check it without asking us.

Where AI fits

Holding the direction as volume grows

A growing share of campaign output is made with generative tools. When they make part of the work, the written direction becomes their brief: the layouts and copy they produce are checked against it, and a designer signs off. Templates, design systems and production pipelines carry the direction from there.

Art Direction & Brand Expression goes into this in full.