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Art direction
One visual language across product, site and deck, so what a customer sees on Tuesday matches what they saw on Monday.
What this is for
Most companies do not have a brand problem. They have a coordination problem. The product team, the marketing team and whoever made the last deck each solved the same visual question differently, and nobody was wrong — they just never compared notes.
Art direction here means holding one answer across all of it, and writing that answer down in a form the team can apply after I have gone.
How it usually runs
Four to six weeks, depending on how many surfaces there are. The first week is spent looking rather than making. Then a direction is proposed, argued about, and agreed — the arguing is the useful part, because a direction nobody pushed back on is usually a direction nobody will follow.
What you get
A documented visual language, worked examples on your real surfaces, and a standing review slot for as long as the engagement runs.