Creative Direction


Achieving success in any endeavor requires creative input from many sources.

It also requires an overall guiding force to harness all of this creativity, and focus it on producing a cohesive final product and get results.

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Before our collective came together; all of us were working as the creative minds for companies and brands, and we found ourselves relying on each other in our casual consortium for shared expertise in various elements of the creative supply chain. 

Formalizing ourselves as YHL, the great advantage for our clients has been to assemble this top-level, high-caliber, creativity machine to work hands-on to guide their brands and businesses in the right direction.

For us, this direction is the outcome of pairing a brand's business goals with the right artistic and creative concepts that reflect those goals. 

Creative direction is how we maintain the bigger picture vision by ensuring a unified creative vision that meets a project’s long-term goals.

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YHL's creatives work with you throughout the development and production process, allowing for feedback, suggestions, and guidance to ensure that your project is executed to the highest level of its creative potential.

YHL's business, art and design network can manage any and all of the disparate choices and decisions that need to be made from initial development to final delivery.

Whether your ultimate goal is to entertain, persuade, inspire, or sell, we will make sure your message is delivered in the most memorable, compelling, and creative way possible.

YHL’s Creative Direction services include (but aren’t limited to):

  • Establishing and maintaining brand standards

  • Matching design elements and copy

  • Keeping core messaging consistent with the target market and buying cycle stage

  • Project and brand cost / benefit analysis

  • Developing foundational concepts and materials for in-house designers, writers and content producers to work with

  • Thinking ahead about changes in the industry and marketing methodologies that may impact your brand or company’s overall strategy

  • Preparing market research, storyboards, surveys and other early-stage documentation to present to company boards

  • Staffing, development and execution of any project

There are endless ways to share your message – YHL will make sure that we’re using the best possible one.

Running a brand or company means having a lot of moving parts: strategy, story, videos, photos, advertisements and more…

Creative direction is the process of overseeing it all, guiding all the pieces so they create a beautiful picture while still maintaining the brand or company goals — and bottom line.

After many years in business, brands and companies often have a scattered collection of marketing materials and methods. Some were started at the beginning and still in use, some were suggested by an internal person or team that seems to still work, others might have been put in place by previous marketing or advertising agencies hired for specific projects.

When was the last time you, your brand or company stopped to look at the entire marketing picture as well as each piece of it, and how those pieces work together and affect each other?

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As one creative director explained,

“Creative direction is about the forest and the trees. More specifically, it’s about helping those in the trees see the forest, and helping those who only see the forest remember the trees, too.”

Creative directors run the risk of becoming creative dictators, offering the final say on what ideas move forward and which are discarded.

At YHL, we know it’s important to have someone looking at the picture-in-picture of your marketing, but two minds are better than one.

Our creative direction is about igniting a force, inspiring our team and yours to create something truly magnificent for you, your brand or company.