Art Direction
Core deliverable
Define a coherent design POV that can explain the major visual choices without naming trendy libraries.
When direction is open
Create three structurally different routes. Each route must specify:
- one-sentence POV;
- emotional register;
- composition grammar;
- typography strategy;
- color/materiality;
- imagery strategy;
- density/rhythm;
- navigation posture;
- interaction and motion language;
- signature visual idea;
- signature interaction;
- anti-direction.
Do not submit three palette variants of the same layout.
Visual energy curve
Plan the page as tension and release. Alternate emphasis intentionally: peak → pause → dense evidence → quiet bridge → signature moment → resolution. Avoid a page where every section has equal visual volume.
Signature rule
Choose one memorable idea that could be described 24 hours later. It must be connected to the product/brand, not novelty for novelty's sake.
Anti-direction
Write what the site must not feel like. Examples: “not a generic SaaS dashboard”, “not card-heavy”, “not luxury-through-black-and-gold cliché”. Use this to reject plausible but wrong choices.


