Creative
Creative direction
Creative direction is the discipline of keeping every piece of creative work, across every channel, answerable to the same strategy and the same standard.
In practice at Covorn
At Covorn this means one person accountable for how the brand looks and sounds across a campaign, not a different freelancer per asset with no one checking the whole picture matches. Work is signed off against the strategy it is meant to express, not against personal taste.
Part of CreativeWhere this sits in the framework
- Design
When you need this
- Creative work from different suppliers looks like it belongs to different companies.
- There is no one who can say no to work that looks good but does not fit the brand.
- The business is running its first big campaign and has never had a creative standard to hold it to.