Graphic Design is technically "the art and practice of creating visual content to communicate ideas and messages." So, it's turning words and pictures into useful information.

Art Direction takes the INTENT and makes it into an engaging, sometimes enthralling event, product, or idea. This is where "Wow!" happens. It's also where collaboration with writers, directors, and other creative team members happens. Art Directors both get the credit and take the heat.

In Production Design, the IDEA isn't enough. We have to know how to "make it happen", from print to digital to package to sportswear...the final steps of design. And...13 foot high digital signs, too. (plus photography)