Digital Brand & Art Direction
I started as a graphic designer, and I now direct how a brand looks on screen: colour, type, imagery and layout, applied consistently across your website and other digital channels.
New v6 draft from the service brief, awaiting review
The problem, and what I do about it
Your logo and colours exist, but your website, social posts and documents each look slightly different.
I turn your existing identity into clear rules for screens: palette, type, spacing, buttons and image style.
You are briefing a web project and cannot explain the look you want, so the first designs miss.
I translate your preferences and references into a written visual direction and a few examples, before full design starts.
The site has no clear visual direction at all, and every new page is designed from scratch.
I propose a simple visual direction that suits your site and audience, then document it so new pages follow it.
Draft copy, to confirm
What you get out of it
Your brand looks like one thing across your website and digital material, and anyone you work with can follow the same rules.
Who it’s for
- You have a logo and brand colours and want them to work properly on a website and in digital material.
- You are starting a website and have no clear look yet, and want a visual direction before design begins.
- You have a mixed set of pages and graphics and want a consistent system behind them.
- You work with a designer or agency and want an independent view on whether the direction fits your audience.
If you need a full brand identity, such as a name, a new logo and a printed identity, that is wider than this service, and I will say so. For building the site itself, website design and development includes the visual design. For layout and flows rather than visual style, UX work is the better fit.
What’s included
Visual direction
A short written direction covering mood, references, colour, type and imagery, agreed before any pages are designed.
Colour and type
A palette and type choice that are readable, accessible and workable on screen as well as in print.
Imagery and graphics
Guidance on photography, illustration and icon style, so new images look like they belong with the old.
Digital brand rules
How your identity applies on a website: buttons, headings, spacing, links and states, written down for reuse.
Art direction on a project
Review of designs, images and layouts during a web or digital project so they stay on direction.
Asset preparation
Logos and graphics prepared in the formats and sizes a website needs.
How it works
Gather
We look at your existing identity, materials, audience and the references you like and dislike.
Define
I propose a visual direction with examples, and we refine it together until it is right.
Document
I write the direction and the rules down so you, your team and any designer can follow them.
Apply
I direct the look on your website or digital material, or hand the guide to whoever builds it.
Questions people ask
Draft answers, to confirm
Do you design logos and complete brand identities?
My focus is how an identity works on screen. If you need a new logo or a full identity, tell me what you have in mind and we can see whether I am the right person or whether you need a specialist.
What is art direction?
It means deciding how things should look and checking that the work matches. On a web project, it means keeping design, images and layouts consistent with an agreed direction.
Can you work from my existing brand guidelines?
Yes. I read them, point out where they do not work well on screen, and extend them where the website needs more than they cover.
Do you provide photography and illustration?
Not as part of this service. I can advise on the style you need and brief the right person.
“Fernando's brand audit was a game-changer! His strategic insights revitalised our identity, setting us apart from competitors. A valuable partner in our success!”
“Thanks to Fernando's expertise, our ideas came to life! His creative vision captivated users and brought fresh energy to our digital projects.”
Tell me what you need to achieve.
We can work out the right next step before committing to a solution. You can book this on its own. An ongoing partnership is optional, never a requirement.
Need continuing responsibility rather than a defined project? Digital Impact Partnership