book

Even the best creative direction, without equally good art direction, cannot achieve the goals defined by the marketing strategy, since the language chosen to express the creative strategy’s intentions is an integral part of the content itself.

For an idea to be fully grasped, it must be communicated through visual, textual, auditory, and even olfactory languages. Indeed, it is only through our senses that we can discern the authenticity of an expressive intent. In certain sectors, such as fashion or design, the stylistic language used to communicate an object is also considered an integral part of how the object itself is perceived.