ART DIRECTION — Joe Florian Design

ART DIRECTION
CLIENT/ FILTHY LOOK FILMS
CREATIVE/ COLLATE IDEAS, EXECUTE IDEAS, HIRE ILLUSTRATOR, MAKE IT HAPPEN.

**Filthy Look Lifestyle, Bondi Beach** © JOE FLORIAN PHOTOGRAPHER

Brief/ SUMMARY

STORY/ Design is a risky business. And taking risks is not just about taking on a new client, it’s about knowing what you know, and what you don’t know.

After the briefing, and after a lot of down-time thinking, I knew I wasn’t the one to design this re-brand. I mean, yes I could of easily designed a “logo”and it would of been damn good too, but goods not good enough. It needed to be killer. For this job, I needed to be the Art Director. I needed to collate all the ideas, sketch out some visuals and then move on to execution. I needed to find a designer with a killer illustrative game (not me), luckily for the client, I knew exactly who to contact. I’d be following this designer for a few years now, admiring, lusting after his brilliant illustrative work. I was in Australia. He was in America. But we were both in Internet. So I reached out, exchanged a few emails, got a quote, agreed on quote, paid the start fee, started, and the rest is history.

You see, it’s important to know your client...but it’s more important to know yourself.

**Filthy LookBook** © JOE FLORIAN PHOTOGRAPHER

Client/ FILTHY LOOK FILMS

Joe/ Art Director* (Lifestyle & Lookbook Photographer)
Service/ Idea and Execution.

Brief/ Create a new edgy, irreverent brand logo to suit the new name change. It needs to scream attitude and completely change the current business perceptions of the old brand in limbo. It needs to appeal to a high-end client with high end budgets, whilst still retaining it’s fearless DNA and brand values. It needs to be cool. And attract cool clients.
Target Market/ Film & Televison Directors, Producers. Advertising Agencies. Creative Directors. Art Directors. Direct Clients. Music, Musicians. Lifestyle Productions. Travel Producers.
Purpose/ To reposition the business and completely move on from its current industry reputation. Target a new high-end customer. Breathe new life, new purpose for the business.
Result/ New business. New budgets. Award Winning enhanced reputation. Respect. Global recognition. Brand extension to a Streetwear Apparel business.

*As an Art Director my job was to come up with the ideas and then execute them - which means getting the band together, whether that be graphic designers, illustrators, photographers, videographers, copywriters etc. Once we all start, my job is to coordinate and make my ideas happen the way I wanted...and the way the client wanted.