Art Direction for Creative Visual Branding
A course by Linus Lohoff, Art Director and Photographer
Design a brand’s visual identity and build a professional brand book using key art direction techniques
If there's a budding Art Director in you, filled with ideas, and searching for the right tools and techniques to build remarkable brand identities, then you've come to the right place. Linus Lohoff, freelance Art Director for clients like Adobe, Nike, and Comme des Garçons, wants to show you the ropes and widen your creative scope, so that you too can enchant the world with your visual communication strategy.
In this course, Linus breaks down the art direction profession into a tried and tested step-by-step method, encourages you to find your own conclusions, and leads the way for you to create your own professional brand book, ready to present to a client.
What will you learn in this online course?
16 lessons & 28 downloads
What's included in this course?
Start the course by getting to know Linus, how his interest for visual communication began, about his interesting career path so far, along with an overview of all the artists, designers, and creatives that continuously inspire his work.
Understand the role of an art director, see their role in the design industry, and what part they play within a creative team. See how to analyze a client’s brief using a case study and learn how to ask the right questions to steer your research. Next, map out your inspiration with your mood board, exploring the visual language and message you want to express using Linus’ mood board framework.
Get to work on your brand project by going through all the creative tools that shape your visual communication, working on the purpose of each. Sketch your logo, choose a color palette, search for typography, and work through each visual element strategically. Decide on your graphic system, illustration and photography style, and create your mockups.
Work on your brand book once you have all your visual elements ready, using Linus’ own brand book from a client, to see his own layout style and inspire yours. Finally, learn how to present it in a professional way and see the different ways that it can be used, as well as how it can evolve with more visual elements.
- 98% positive reviews (900)
- 26,966 students
- 16 lessons (2h 13m)
- 28 additional resources (6 files)
- Online and at your own pace
- Available on the app
- Audio: English, Spanish (Latam), French, Italian, Portuguese, Turkish
- English · Spanish · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
Recommended software & tools for this course
Adobe Illustrator
Adobe InDesign
Adobe PhotoshopWhat is this course's project?
Create an impactful brand book with your own visual strategy, and learn about the role of an art director, with an overview of essential creative direction tools.
Projects by course students
Who is this online course for?
This course is for anyone interested in exploring the role of an Art Director and learning how to translate ideas into visual communication tools.
Requirements and materials
To take this course, you need basic knowledge in Adobe Illustrator, Photoshop, and Indesign, and the desire to get creative.
You will need a computer with the previously mentioned software installed.
Reviews
Linus Lohoff
A course by Linus Lohoff
Linus Lohoff is a German Art Director with Brazilian roots, based in Barcelona, Spain. His creativity began through music, playing the drums with his band, where he was in charge of directing the photoshoots, writing the blog, and creating posters, which led him to study Visual Communication at Düsseldorf University of Applied Sciences. While studying, he was an intern for a major German magazine where he got to organize photoshoots and produce visuals.
Once he finished his studies, he worked as a junior art director for Saatchi & Saatchi, BOROS design studio as an art director, and then moved to Barcelona to work at Vasava.
Now, Linus works freelance, for major brands like Rigato Eyewear, Native Shoes, Adobe, Nike, Comme des Garçons, Selina, Trendmap Barcelona, Austral, PUIG, Veltins, Le Timbre, Aktionskreis Pater Beda, Everpress, Veltins, and many more.
Content
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U1
Introduction
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About Me
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Influences
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What We Will Do in This Course?
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U2
Design Strategy
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The Figure Of An Art Director
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Defining The Brand Project
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Investigation
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Inspiration And Mood Board
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U3
Identity Design
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Symbol & Logo (Sketching)
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Colour Palette And Typography 1
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Colour Palette And Typography 2
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Photographic Style, Illustration & Graphic System
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Mockups (Look and Feel) 1
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Mockups (Look and Feel) 2
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Website and Social Media
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U4
Brand Book
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A Brand Book Example
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Usage and Final Tips
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FP
Final project
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Art Direction for Creative Visual Branding
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
Yes, this course is designed for intermediate designers seeking to deepen their expertise in visual brand identity, brand book creation, and art direction for creative projects.
A basic understanding of graphic design principles and experience with design software are recommended to get the most out of this intermediate-level course.
You will learn how to research, conceptualize, and design comprehensive brand books, including logo design, color palettes, typography, mockups, and cohesive visual identity systems.
Yes, the course includes techniques for designing effective logos, choosing typefaces, and establishing typographic hierarchy within brand identities.
Yes, the course guides you in documenting your creative work and building a compelling design portfolio to showcase your skills to potential clients or employers.
Yes, you will learn how to create realistic mockups for stationery, business cards, and other brand assets to present your designs professionally.
Yes, the course covers editorial and poster design, visual storytelling in photography, and how these elements contribute to cohesive brand communication.
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
ótimo curso!
Very hands on. Very detailed
Good course. Good idea.
Great!
Muy buena info para alguien que quiera meterse en el mundo de la identidad visual.