“Just start designing,” right? Actually—without a comprehensive creative guide, you’ll double the amount of time it takes to make even the tiniest design decisions. If you start with a Creative Direction, however, you’ll have a single source of truth to guide your design decisions at every stage—from brand colours down to the look-and-feel of your social media posts.
More than just a “make it pretty” file, the process of putting together a Creative Direction gives you the perfect opportunity to decide not only the kind of company you want to be, but the brand you want your customers to see. What colours will you use in your marketing assets? What are the feelings and associations your customers should walk away with? Will you be the “minimalist” company with just a few colours and basic shapes, or the “loud” company with intricate typography and out-of-this-world graphics? Whatever you do, just keep it consistent—that’s where Creative Direction comes in handy.
Wear staples from day-to-day and dress it up for the holidays. With a Creative Direction in place, your brand can wear a variety of outfits without disturbing its overarching style—or, as the lingo goes—feeling “off-brand.” The perfect Creative Direction delivers a solid sense of brand identity without restricting creative freedom. It should cover all the basics and have enough information that any designer can reference it when creating new assets. Once you’ve got it all in place, you’re ready to launch a brand.
Put together your complementary colour palette and choose your primary and secondary fonts.
Streamline additional visual elements with a drag-and-drop library of assets unique to your brand.
Put it all together with previews of how your basic elements will be reflected throughout your digital presence.
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300-420 North Service Road East
Oakville, ON 🇨🇦 Canada
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