Leading a project's overall aesthetic and functional direction to ensure a cohesive and consistent design vision. Guiding all the visual elements and stylistic aspects to align the design execution with the overall vision and goals. Setting design strategy and principles that support the creative process and are aligned with the brand, business goals and desired outcomes. The process includes research, industry benchmarking and trends, ideation and creative concept development, art direction and design principles, visual design language, and design style guidelines.