Strong once, weak after
The first piece came out well, and every next one is decided from scratch. Quality depends on luck, not on a rule.
Art direction
One bar for every layout
We set the bar, review layouts and accept or return them. A designer builds the files. The art director does not draw them.
Several designers, no bar
In-house or freelance, several people deliver work, each in their own way. There is no rule for accepting a layout or sending it back.
Contractors, uneven quality
Campaigns, decks and posts are made by different producers. With nobody to accept the work, the brand looks uneven from piece to piece.
Quality bar: which layout we accept and which we do not
Samples: a strong look and a weak one before work starts
Layout brief: the job, the limits and what stays untouched
Review: Figma comments on exactly what to change
Acceptance: a layout is delivered or returned with a reason
Notion notes: the rules do not get lost in email
PROCESS
[ 01 ]free · 30 min
[ 02 ]14 working days
[ 03 ]ongoing, monthly cycle
From request to result
[ 01 ]free · 30 minClarity Session
We look at where layouts drift and who produces them. You leave with a brief for art direction. No sales pitch.
[ 02 ]14 working daysQuality bar
Samples, acceptance criteria and a brief for designers. The result is a bar a layout can be accepted or returned against.
[ 03 ]ongoing, monthly cycleOngoing direction
We review layouts designers produce and write the changes. The art director does not build the files.
Frequently asked questions
and answers
Does the art director build the layouts?+
No. Art direction is the leadership: the bar, the brief, the review and the decision on whether a layout is done. Making the files is graphic design. If you need both the bar and the hands, those are two jobs, and we do not mix them in one line of the estimate.
Is this brand identity?+
No. Identity builds the system: logo, color, type and brand rules. Art direction keeps layouts from breaking that system. It does not replace the system. If there is no style yet, there is nothing to judge quality against, and we will say so.
Can we order a review of layouts we already have?+
Yes. A one-off review shows where the bar slips and what to change. After that, your team edits the files, or we stay on a monthly direction cycle. We do not redraw the layouts in that review.
Who edits the files after comments?+
It depends on who builds the layouts. If you have a designer, or graphic design is ordered separately, that person makes the changes from the Figma comments. The art director marks what to change and accepts or returns the work.
THE FINAL STEP TOWARD A SYSTEMReady to turn growth
Ready to turn growth
into predictability?
Start with a free 30-minute Clarity Session.
