02 / Direction
Strategy & Structure
Step Overview
Before visuals become polished, the work needs a structure that can hold attention. This step shapes the message, hierarchy, journey and conversion path.
Information Flow
Content Order
User Journey
Campaign Logic
Checkpoints
Inputs
Approved brief, service priorities, content inventory and reference direction.
Decisions
Navigation, sections, message hierarchy and campaign touchpoints.
Output
A structured plan for the page, brand system, campaign or collateral piece.
Next Move
The structure guides the creative direction and production system.
