design and art direction

Design is the strategic process of creating visuals and layouts that communicate a specific message, such as logos, websites, or packaging. Art direction involves guiding the overall visual style and tone, ensuring all elements work harmoniously to achieve the desired feeling or impression. Think of design as the “what” and “how” of visuals, while art direction is the “vision” that shapes that look and feel, aligning creative choices with the project's goals. Together, they ensure a cohesive, effective visual identity that resonates with the intended audience.