10. Art direction & campaign design
Graphic Design · 52 pages source format
One idea, many executions. Mood → constraints → 3+ pieces that clearly belong together. Art direction is consistency of feeling, not copying layouts.
What you'll learn
- Mood boards
- Campaign constraints
- Visual system vs template
- Motion as hierarchy lite
Mood → adjectives → rules
Collect 8–12 references. Extract 3 adjectives (e.g. “warm, noisy, handmade”). Write 3 rules (e.g. “always one rotated element”).
Do this now
FigJam mood board + 3 written rules for your campaign.
Three-piece campaign
Poster + social + landing hero (or billboard + story + flyer). Same system, different formats.
Do this now
Ship 3 pieces for one campaign moment (launch, sale, event).
Optional motion pass
Simple Figma prototype or 3-frame GIF: motion reinforces hierarchy (headline enters last, CTA pulses once).
Do this now
Add motion to one piece OR annotate motion intent on a static frame.
Pro tip. If motion does not clarify hierarchy, remove it.