Art Direction

A brand becomes believable when all of its pieces feel like they belong to the same world. Caava provides art direction to establish that world and guide the people creating within it, from photographers and illustrators to designers, videographers and production partners.

We define the visual principles behind the work before directing individual assets. Composition, color, lighting, styling, illustration, typography, environments and motion should reinforce the same brand idea rather than compete with one another. That gives specialists enough direction to contribute their craft while keeping the final experience cohesive.

Our art direction can include photography concepts and shot lists, illustration direction, campaign creative, packaging imagery, environmental applications, digital content and oversight of outside creative partners. When a project requires a specialist, we help select the right collaborator and provide the strategic and visual framework needed to produce work that fits the brand.

Because Caava also develops strategy, identity, packaging and digital experiences, art direction is connected to the larger system from the beginning. We know what the imagery needs to communicate because we understand the idea it is supporting.

The result is not simply better-looking content. It is a recognizable visual point of view that can remain coherent across different creators, formats and channels.

An important aspect of conveying the right message of a brand rests on its photography. In addition to the content, the imagery as a group needs to feel cohesive in tone, color, and content. There are many talented photographers out there, but talent doesn’t necessarily mean they will adequately produce work that represents your brand. Working with Caava, we ensure the right photographer is chosen for the job and receives the right direction.