Art Direction & Visual Language – Design with Attitude
We design images, systems and atmospheres that make brands recognisable and trigger emotions.
Art Direction: The creative translation of strategy into image
Art direction means visually guiding an idea—not just designing it. We define the tone, rhythm, light, color, movement, and materiality of a brand or campaign.
Our work includes
Development of visual concepts
Image concepts and shooting guidelines
Video, motion, and campaign art direction
Design and supervision of visual productions
Visual Language: The System Behind the Style
A strong visual language goes beyond individual images. It is the system that determines how a brand speaks, reacts, and is perceived.
At Identity Lab, we develop modular visual systems that adapt without losing their identity. Colour, typography, composition, movement, and materiality together form a semantic structure—a language of forms and images.
At Identity Lab, we develop modular visual systems that adapt without losing their identity. Colour, typography, composition, movement, and materiality together form a semantic structure—a language of forms and images.
Building blocks of a visual language
- Colour and form system
- Typographic hierarchies
- Compositional grid & layout logic
- Photography and illustration style
- Animation, motion & interaction design
From concept to visual system
We start with a brand's values and goals. What emotion should the visual language evoke? What cultural references are relevant?
We develop visual worlds: color tests, material studies, motion sketches, photo references. This creates a shared understanding of atmosphere and expression.
We translate the visual direction into a consistent system – applicable to campaigns, websites, spaces and social media
As art directors, we accompany the implementation – in production, post-production and future adaptations.
Art Direction for Brands, Culture & Communication
Our work often arises at the intersection of art, culture, and brands. We work for museums, cultural institutions, media houses, and companies that seek to develop visually distinctive narratives.
Projects such as the Vienna Music Association and Identity Lab itself demonstrate how visual systems convey content and generate cultural relevance.
Projects such as the Vienna Music Association and Identity Lab itself demonstrate how visual systems convey content and generate cultural relevance.
We don’t create trends; we create visual identities with substance.
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