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Beginning Work: Brief

Lesson 6 from: Creating Brand Identity Systems

Brian Schmitt

Beginning Work: Brief

Lesson 6 from: Creating Brand Identity Systems

Brian Schmitt

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Lesson Info

6. Beginning Work: Brief

Lesson Info

Beginning Work: Brief

having a good brief is about getting the right information from the client to do the job, including scope of work and timing, as well as references in all related fields besides being hired to do the work, the creative brief is the first agreement between you and the client and is the basis for all work. A creative brief should include the following who the brand is, target audience, industry and competitive landscape, primary opportunity, the timing and the budget. Each of these subjects will have to be honed to a fine point to be effective, dig into the exact specifics you need in each area to do the job, for example, beyond the target audience. You may want to think of a consumer as a specific person who's your ideal consumer and build your design approach around them. A brief should enable consumers to reach their potential rather than focusing solely on the corporate side of the equation designs. Job is to place the consumer firmly in the center of the experience and build it arou...

nd them. Clients may have to be informed on the consumer perspective and how to create for their needs. A good brief focuses on the consumer experience. I think a lot of times what you see from briefs is that they're focused on what the company needs to achieve. You know, we needed a new logo, we need it by yesterday. The consumer might not need a new logo, but they might have a way that they interact with the brand um, that is beneficial to you and you can build on and you can use that to inform your work. So the logo might be about communicating this product benefit, but it has to exist in the first place. So focused on the consumer experience and how you can make that better, not only on corporate interests, its designs job to place consumer in the center of the experience and build it around them to inform clients of the consumer perspective through research and use so beyond the brief, created mutually beneficial brand and consumer relationship. It's not possible to know every single factor going into a design project. Take it upon yourself to be prepared on the subject, quickly absorb new knowledge and work within the unknown at times. Design needs meaning behind it. The brief should provide the what and the why? So not just you know, what's the project? Why are you doing it? Because that's the meaning that you're going to then inject into your work and it only comes from understanding the why and starting a creative dialogue. An active creative dialogue is about having upfront information and having an ongoing conversation, agreeing on goals, and then having regular check ins use this process and repeat it. Try to have an ongoing conversation where you talk about what you want to achieve, create that as a cycle with your clients so that you can have an active creative dialogue if you do not get a creative brief describing the needs of the project, You should present one to your client so that it will be clear what you'll be expected to produce. This is especially true with imagery, as your client has ideas that are hiring you to visualize and you're now they're visual communications partner.