ART DIRECTION
Fractional art direction
Initial provides art direction for brands and companies, per project or month to month, from Liège, Belgium. It’s an alternative to a freelance art director or a hire: a direction with a team behind it, and capacity that follows your workload.
A brand rarely loses its consistency all at once. It wears away one asset at a time, when nobody is in charge of holding it together.
THE PROJECT OFFER
Creative production
A campaign or launch, from concept to ready-to-publish assets.
- Concept & key visual
- Social, print & display assets
- Motion direction
- Template toolkit
APPROACH
Someone who holds the line, month after month
An art director makes sure every asset, campaign and piece of content speaks the same visual language. Without that role, even with good designers, the sales deck, the Instagram account and the website end up looking like three different companies.
Many teams then look for a freelance art director. Initial offers fractional art direction instead: the studio holds the direction, and designers, developers and creative technologists step in as needed. You keep one point of contact, and capacity goes up or down with your activity.
For House of Backbone, that direction covers the identity, the motion system and the tools that let the team produce its own visuals without leaving the system. For an experimental project around Salomon, an interactive tool generates posters, campaign visuals and 3D renders from typography.
Month to month, art direction is included in the Growth Partner plan (€5,000 per month) and the Brand Partner plan (from €8,500 per month). Requests go into an unlimited queue, with an average turnaround of 48–72 hours, or 24–48 hours on Brand Partner. The plan can be scaled up or down from one month to the next.
PROCESS
How the monthly partnership works
Regular creative capacity, organised around your priorities.
- //01
Frame
We review your brand, your assets and what’s coming up in the next few months, then choose the plan that fits your workload.
- //02
Prioritise
All your requests go into a single queue. We set priorities together, at the check-in rhythm of your plan.
- //03
Produce
Concepts, campaigns, brand applications, web design and content, all under the same art direction.
- //04
Adjust
The plan follows your activity: up for a launch, down when things slow.
DELIVERABLES
What art direction covers
Depending on the plan: the details are on the Pricing page.
- Art direction of your assets and campaigns
- Campaign concepts and key visuals
- Social, print and presentation assets
- Web design and Framer
- Motion direction
- Tools, templates and automations
PROJECTS
One direction, very different formats
Projects where the studio led the visual direction end to end.
FAQ
Art direction questions
How fractional art direction works with Initial. Another question?
Talk about your needsA freelancer is one person. Fractional art direction gives you a direction and a team behind it, designers, developers and creative technologists, all following the same line.
It’s included in the Growth Partner plan, at €5,000 per month, and the Brand Partner plan, from €8,500 per month. Each plan is detailed on the Pricing page.
Yes. Plans are monthly and can be scaled up or down to match your actual workload.
On standard requests, the average turnaround is 48–72 hours, and 24–48 hours on Brand Partner.
Yes, when positioning and confidentiality allow. The studio can step in on branding, digital design, motion or creative technology.
EXPERTISE
The studio’s four offers
Each project offer can also continue as part of a monthly plan.
- FIG.01
Brand identity
A complete, consistent visual system, from positioning to brand guidelines.
- FIG.02
Digital experience
A website or landing page that extends the brand, designed and launched.
- FIG.03
Creative production
A campaign or launch, from concept to ready-to-publish assets.
You are here - FIG.04
Creative technology
Tools, generators and interactive experiences that put the brand to work.
CONTACT
Art direction without hiring?
Compare the monthly plans, or tell us about your brand.
See the plans