What is a creative brief? How do you clearly communicate ideas from the client to your team? How do you translate strategy into visuals?
In episode 3 of Building a Brand, Ben and Matthew sit down with the design team at Blind to brief them on the project. The challenge here is trying to communicate what they learned in the discovery session, and how they might take the insights they’ve gathered and turn it into a visual brand.
📝 The main components of a creative brief include:
– The client and project goals
– Highlight the key insights from the discovery session
– The design challenge
– User profiles, and intended audience
– Brand attributes
– Creative parameters to work within
– Assign tasks to each team member
🎬 Episode breakdown:
0:44 – Meet the Designers on the Project
1:26 – Briefing the design team on the strategy
1:54 – What is a Creative Brief?
2:22 – Insights about the tasting room
3:20 – What are the brand attributes and what do they mean?
7:07 – What is the designers’ process?
8:41 – Communicating the user profiles and user needs
9:33 – Designer, Emily Xie, presents her ideas
13:05 – Art Director, Sang Chung, presents his ideas
18:15 – Designer, Minhye Cho, presents her ideas
21:00 – Matthew and Ben don’t agree on the use of the word “Retro”
24:00 – the big challenges of this project
24:55 – On the next episode of Building a Brand
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A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.
#BuildingABrandShow #BrandStrategy #Discovery #TheFutur #MatthewEncina #MrBenBurns #BizOfDesign #CreativeBrief
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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne
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