What direction should a design go in? What style makes a photograph go with the brand? What graphic design would best convey the values of your service or product? What illustrations would captivate your consumers?
Your brand is now operational but you still need new designs for a webpage, catalogue, communication campaign or employee uniforms.
And these designs should not convey values that contradict your brand. Plus, they should be original. An attractive, appealing idea should be taken as the basis.
Art direction is the search for the look that makes the various elements of your graphic design say what they are supposed to say, captivate those they are supposed to captivate and convey what they ought to convey.