Art Direction – Guiding Design

For us, art direction does not mean looking over shoulders, but clarifying decisions, ensuring quality and empowering teams.

Art direction is the bridge between concept and execution

We ensure that:

Concepts are translated clearly – Strategic decisions must be practically implementable for designers, developers or photographers.

Decisions are clarified during the process – Not everything can be defined in advance. We clarify what emerges along the way.

Quality is ensured without slowing things down – We review results against the system – constructively, not controlling.

Teams are empowered to execute independently – Our goal is not to be permanently needed, but to make teams capable of working on their own.

Typical Situations

[1] You have an internal design team – Your team has the competence, but no clear concept or system. We develop it – and accompany the execution. Example: A mid-sized company with an internal marketing department wants to become more consistent.

[2] You work with an agency – The agency executes, but strategic clarity or a unifying system is missing. We deliver the concept and accompany production. Example: A start-up works with a web agency but needs corporate design guidance.

[3] You want to execute yourself – You have the ability but need feedback, quality assurance and orientation. We serve as a sparring partner in the process. Example: A company with an experienced graphic designer who needs structured feedback.

[4] You coordinate multiple partners – Designers, developers, photographers work in parallel. We maintain the system and ensure everything fits together. Example: A relaunch with various service providers that need coordination.

Our Role as Art Director

We work as structuring sparring partners in the execution process. In practice, this means:

At the start: We develop briefings, concepts, references – precise, but not restrictive.

During execution: We provide feedback, clarify decisions, ensure consistency – promptly and constructively.

At completion: We review results against the system, give approvals, document decisions.

What We Do NOT Do

We are not a control authority that signs off on every pixel. We are not an additional layer of hierarchy that slows down processes. We are not "creative directors" who develop ideas and have others execute them. We are consultants who structure and accompany design processes – with respect for the work of others.

How We Work

Format: We work on a project basis or as ongoing accompaniment – depending on your needs.

Frequency: Weekly check-ins, review meetings at milestones, or ad hoc when decisions are needed.

Remote or on site: Both are possible. Most coordination runs remotely; during critical phases, we come on site.

Duration: From individual projects (4–12 weeks) to ongoing accompaniment (6–18 months).

What Changes Afterwards

After our art direction, your teams or partners can:

• Work independently within the system
• Make decisions confidently – even without us
• Maintain quality in future projects as well
• Develop the system further without diluting it

We make ourselves redundant – that is the goal.

From Practice

Peter Tosh — Record Cover For Peter Tosh's record cover, BFG developed an illustration that visually translates the essence of reggae — culturally precise, without cliché. Art direction here means: understanding the content so deeply that the form becomes inevitable.