Mastermind of Design What Does a Creative Director Do? Meet the Creative Director – the evil genius pulling the strings behind the scenes. Enter their lair and find them stooped in their swivel chair stroking their paper stock samples with a maniacal gleam in their eyes. Duck away from the death-stare they give you as you make yourself known and interrupt them in the middle of the dastardly new idea they were just having. Perhaps you should have put it in an email. But exactly what does a Creative Director do? “Put some creative over there.” The Master Plan: It’s …

Telling the Love Story The Importance of Emotional Connection in Your Brand Tone of Voice It is a truth universally acknowledged that any brand worth its salt needs a solid set of brand guidelines. These pages, with their logo clearance rules, font pairings, and colour codes, provide direction and create harmony across the various touchpoints of the customer journey. And in our digital age, with its ever-growing number of funnel entry points, they couldn’t be more vital. Beyond visual standards though, the style guide must establish a clear brand tone of voice that will resonate with the target audience. Think …