Creative & Art Direction.
Sorted provides the creative and art direction that holds a brand together. The single point of view that keeps every piece of work, across every channel and every team, feeling like one brand. Cape Town based, directing for brands worldwide.
What is creative direction?
Creative direction sets the idea behind the work and makes sure everything serves it. It is the strategy and the judgement that decide not just whether something looks good, but whether it is the right thing to make at all.
Concept
The idea everything hangs on.
Strategy
Why the work exists.
Tone
How the brand behaves.
Judgement
Knowing what to keep.
Consistency
One vision across the work.
What is art direction?
Art direction governs how the work looks and feels: the imagery, the styling, the visual decisions that turn a concept into something you can see. It is where the idea becomes a craft.
Visual style
The look of the idea.
Photography
Directing the image.
Casting
Who and what appears.
Detail
The choices that sell it.
Cohesion
Many pieces, one feel.
Idea and execution, together.
Without direction, good work pulls in different directions and a brand starts to blur. Creative direction decides what to make and why; art direction decides how it should look and feel. At Sorted the two run together, so a campaign, a website and a single advert all read as the same brand with the same point of view, instead of five teams guessing.
Direction, in practice.
All work
Rare Ritual SkincareWebsite Design · Creative Direction · Identity Design · Packaging · Campaign · Brand Story · Intelligent SystemsView →
OHHACreative Direction · Identity DesignView →
StaalgrasCreative Direction · Identity Design · PackagingView →
SaltCreative Direction · Identity Design · Book Design · Brochure DesignView →
Re:SpectaclesCreative Direction · Identity DesignView →
KaapzerCreative Direction · Identity Design · PackagingView →
Let's set the direction.
Tell us about the brand you need to pull together, the campaign that needs a point of view, or the work that has started to feel like it came from five different studios.