Creative and art direction

Great ideas that capture the imagination

Conceiving creative concepts that create awareness and inspire people into action is an art form in itself. It is essential that nothing is assumed. The concept development process should be based on research and supported by a strong understanding of the message, audiences, marketing channels and business goals.

Creative Direction and Art Direction are closely related terms that describe the process of conceiving, visualising and executing the marketing campaigns that enable our clients to stand out in a crowded market place. This process has a strong crossover with traditional advertising.

At the creative concept stage we need to combine the essence of our your message with a distinct proposition that separates you from the competition. Taking a lead from advertising principles, the trick here is often to focus on the small details and amplify or exaggerate the benefits.

Inventing ideas

To kick things off, we’ll go through a research and discovery process to find insights from your target audience. Real life data helps form your campaign objective and inform your creative approach.

Using group and individual brainstorming, data insights and focus group feedback, we’ll whittle a big group of ideas down to just a few. We’ll evaluate their feasibility, whether they are appropriate for the audience and if the creative can translate across all mediums. When we are all agreed, we’ll develop a concept board, key headlines, taglines and visual aspects to review

Art direction and campaign execution

When a true concept has been identified through creative direction, our experienced Art Director’s take the reins to execute the strategy. Even though we may have a digital output in mind, our starting point is often the humble layout pad where furious scribbles are progressively transformed into stunning visuals.

Depending on the ideas we come up with and available resources, the concepts we devise may require us to create original images, write headlines and craft content. We work with a network of first class photographers, video-makers, animators, 3D visualisers and illustrators who help us turn our visual concepts into eye-catching artworks.

What we offer:

  • Customer profiling
  • Proof of concept
  • Personas and user journeys
  • Digital marketing strategy
  • Data insight and market research
  • Concept and art direction
  • Digital advertising
  • Campaigns
  • Iterative AB testing
  • Advice and consultancy

Need help with your next creative marketing campaign?

Speak to our creative team on 0116 254 9888 or email

Discuss your project >

Creative concept development and expert art direction helps you to:

  • Create a campaign concept that resonates with your target audience
  • Develop a true concept based on actual audience data and insights
  • Solve a problem or overcome a specific communication challenge
  • Build consistency across messaging and visuals
  • Create artwork to appeal to different audiences
  • Construct a campaign identity
  • Test how a campaign could work over different channels