ADV 447 is a selective seminar that addresses the professional craft of art direction. The course focuses on developing and refining skills that are essential to the profession, including typography, color theory, logo and brand development, brand continuity, photography, and handmade and digital imagery as they pertain to the development of a conceptual message. Not an old-school layout course, Art Direction pushes students to explore multiple design solutions for a variety of brands and communication initiatives, including package design, point-of-purchase experiences, online branding, branded fashion, nontraditional experiences, collateral, and more. The course is a balance between skill development, conceptual thinking and idea generation, with a focus on highly-polished finished work.
Prerequisites: ADV 325, ADV 343K (Portfolio 1), and instructor consent.