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.