Why Art Direction Matters

Why Art Direction Matters

Why Art Direction Matters

Exploring the effect of imagery on branding and sharing a taste of Marbury’s most recent art direction endeavors.

September 22, 2023

Words by Marbury Team

Photo by Daniel Faro

The beauty of your brand doesn’t hinge on logos and typography alone. In the background of every brand is a multitude of images that come together to create an atmosphere and feeling. From the artificial staging of a fast food burger to the austerity of an untouched interior, how we frame our photos matters. They are often the deciding factor between a purchase or a pass. 

It doesn’t take a seasoned photographer to distinguish between okay and outstanding imagery. When scrolling through our Instagram feeds or browsing product listings, our minds are subconsciously filtering each photo based on a preconceived standard of quality. The grainy, iPhone-quality photo your mom posted evokes a different reaction than the crisp and vibrant picture posted by an artsy friend. They each capture your attention differently.

Our minds are subconsciously filtering each photo based on a preconceived standard of quality.



Art direction is the element of branding that leverages the power of photography, video, and illustration to tell a cohesive visual story. Similar to your visual identity, art direction considers strategy when arranging each element. It’s about making things beautiful while also making sense. It is equal parts analytical as it is artistic. 

There are few industries where art direction is more important than it is in interior design. A logo can capture your values, a color palette can build emotional connection, and the right words can strike a chord but, without imagery, your audience will struggle to perceive the depth of your work. Your legacy as a designer hinges on how your work is captured. Even the most well-designed home will feel flat if not displayed in alignment with the audience’s values. 

So, needless to say, we make art direction a priority. We subtly include it in our brand strategy package through visual direction and infuse it into the imagery of our initial logo concepts. Full art direction is available as an à la carte add-on to any of our packages.

If you’re on the edge about investing in art direction, here’s an example of art direction we’ve completed in the past. 

These images, all beautifully captured by Cara Robbins, worked as a necessary layer to the Sounds of Bliss rebrand. For this brand in particular, we felt it was important to showcase the service in action so her audience could visualize themselves in the context of the work. This is especially critical for services that are more abstract, sensual, or accessory in nature. 

When developing art direction, we consider what your audience would value in an image. We research the kind of content they’re already consuming and determine a common denominator among their favorite brands. If you go to the explore page on Instagram, you’ll likely notice a level of aesthetic cohesion between the posts. The algorithm picks up on the kind of imagery, text, and colors that you’re drawn to and shows you more of it. We use that same analytical thinking to position your brand in front of your target audience. 

From there, we emulate the mood they’re attracted to but refine it to match your brand personality. The result is a visual identity that coexists with neighboring brands while still possessing its own edge.

If you’re interested in learning more about art direction as an add-on to our Signature Brand Identity or Brand Strategy packages, click here to inquire. We would love to hear more about your vision.

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