All about the brief

Posted by on Jul 14, 2015 in , , | No Comments

All about the brief

Before you undertake a task and can focus your creative efforts, ensure you have asked all the correct questions surrounding why you’re doing what you’re doing.

  • What are the business aims and objectives?
  • What are the resentroject goals?
  • What is standing in the way of achieving them?
  • Who are you talking to?
  • What are you asking of them?
  • What are you trying to say?
  • How should you be saying it?

Only by asking the right questions can you find out what the client actually needs and not what they think they need. From this you can produce a creative brief with real understanding, that can be used as the ember to produce a genuinely unique and creative work.

Whether you’re writing a client brief or receiving one, tailor the brief to your project type and review whether the questions you’re asking are producing the answers that your creative mind needs. Refining your brief-taking process over time will help uncover patterns in the questions/answers that have lead to your insights, as you identified a vision forward. Importantly, reviewing your briefing process will also highlight what inadequate questions/answers are typically building your mental roadblocks.

Brief Early

The subconscious mind is a beautiful thing and briefing early sets a foundation for it to flourish. Give yourself and your team ample time for the subconscious to surprise you, making abstract connections, attributing the things you encounter to the task in hand. In this way without knowing, you’re viewing the world from a different perspective of endless opportunities that can be engineered to fit your communication design conundrum or embellish ideas you thought dormant. Great ideas can come from anywhere at any time, in dreams, in the car or while watching other media. Having your brief on your mental back-burner, simmering away influences all these thoughts. More about this in ‘Gather Inspiration‘.

Some ideas appear to present themselves under pressure, but time gives them space to grow and be tested. Being able to ‘sleep’ on an idea and return to it with fresh eyes can be enlightening, objectively putting aside your personal connection to the work and the aspects you were once clinging on to.

Continue reading the ‘Cultivating Creativity’ series


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