Document
Creative Concepts
Direction
The Big Idea01
[The concept in one bold sentence — the idea everything else hangs from.]
[ Hero key-visual ]
Why This Direction02
[The strategic thinking behind the idea — what insight it's built on and the response it's designed to provoke.]
[How it differentiates from the category / competitors, in a line.]
Visual Direction
Mood & Territory03
The visual world the work lives in — reference, not final art.
[ Reference ]
[ Reference ]
[ Reference ]
[ Reference ]
[ Reference ]
[ Reference ]
Art Direction04
Photography & Imagery
[Treatment — lighting, framing, subject, post. One or two lines.]
Color
[Palette logic — anchors, accents, where each is used.]
Typography
[Type voice — display vs body, weight, case, rhythm.]
Motion & Texture
[How it moves / the tactile layer — pace, transitions, grain.]
Concept Routes
Concept A — [Name]05
[ Concept A mockup ]
[The route in one line.]
- [What it looks/feels like]
- [Where it shines — channel / format]
- [The risk or trade-off, honestly]
Concept B — [Name]06
[ Concept B mockup ]
[The route in one line.]
- [What it looks/feels like]
- [Where it shines]
- [The risk or trade-off]
Next
Next Steps07
[Pick a route — or a hybrid — and we'll develop it into finished key visuals and a rollout across the agreed channels. Feedback on the concepts within [3 business days] keeps the timeline.]
Concepts are directional, not final art. Selected route moves into production once approved.
Choose a direction →