Pathwise

Manuals / Graphic Design / Chapter 10

E · Campaign & Portfolio · advanced · Week 7 · Chapter 10 of 13

Art direction & campaign design

One idea, many executions. Mood → constraints → 3+ pieces that clearly belong together. Art direction is consistency of feeling, not copying layouts.

Path progress
72%

Step 1 of 3

Mood → adjectives → rules

Collect 8–12 references. Extract 3 adjectives (e.g. “warm, noisy, handmade”). Write 3 rules (e.g. “always one rotated element”).

Mood → adjectives → rulesDrag stickies · tap for tips
Study mapDrag stickies · tap for tipsKeep it shortdrag · tap →Name the waitdrag · tap →Scope locatorsdrag · tap →Trace when stuckdrag · tap →One browser firstdrag · tap →Isolate statedrag · tap →Assert the UIdrag · tap →Retry wiselydrag · tap →Seed datadrag · tap →Close the loopdrag · tap →Keep it shortdrag · tap →Name the waitdrag · tap →Scope locatorsdrag · tap →Trace when stuckdrag · tap →One browser firstdrag · tap →Isolate statedrag · tap →Pathwise hackdrag · tap →Mood → adjectives drag · tap →Try thisdrag · tap →Follow the dashed drag · tap →

Do this now

FigJam mood board + 3 written rules for your campaign.

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Chapter learning outcomes
  • Mood boards
  • Campaign constraints
  • Visual system vs template
  • Motion as hierarchy lite

Clear these before you leave

Side quest

Campaign critique

Swap with a peer. Ask: do these three belong to the same brand without seeing the logo?