article
photography

To suggest changing a brand's photographic style would require great justification. by Andy Attiliis

After all, such diversion from the established creative direction is bound to interrupt existing momentum. To do so for no good reason translates into devaluing the client's investment in a look the audience already knows. Readers won't be able to connect with the unfamiliar photographic approach as quickly as they did before. Instead, time and attention should be devoted to defining content that will best support the current product or service within the style boundaries that are already working well.
         On the other hand, when a creative director works for a new organization with little or no communicative history, determining style becomes a top priority. Now the job includes settling on a style of photography that best accommodates both present and future needs. Here, the creative director should prepare a brief rationale about the chosen direction to help keep everyone involved with current and future projects as informed as possible.

Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.