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•  Prework & Outline

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Course Pre-Work & Outline

Course Pre-Work

• "The core creative concept in branding: A streamlined approach," by Kim Zarney (Design Management Review reprint, Vol. 13, No. 4, Fall 2002, supplied upon registration).

Course Outline

Introductions and welcome

• Review Course objectives and agenda for the seminar

• Introductions around the room (name, titles, responsibilities)

Discussion of pre-work article

• Is it that critical for designers and design managers to understand the organization's competitive and business strategy?

• Should a design brief really be a "creative" brief?

• How is it regarded at your company?

• Is a design brief different than an "Advertising Brief?"

• When do you need a design brief? Who is responsible for developing/writing the design brief?

• Is there a difference in design briefs for internal groups vis à vis external agencies?

An analysis of two design briefs

1. What are the strengths and weaknesses of each of these formats? Discussion.

2. Are there other formats you use? Attendees share their current design brief formats with group.

Getting started

1. Determining who should be involved.

2. Assembling the team.

3. Assembling the data/information

4. Creating the format(s) best for your company

5. Determining a time line and budget

6. Determining the correct resources needed

7. Writing the brief.

8. Having the brief approved. By whom?

Looking at a comprehensive format/outline

• Presentation of ideal outline

• Group Discussion of this format

• Differences between industrial design, packaging design, communications design, advertising, others?

Who does what?

• Development of the core team and other resources

• How detailed must it really be?

• How long is it going to take?

Getting the brief approved

• How involved should the approver be in development of the brief?

• How many approvers are there anyway? At which point does each approval layer get involved?

• Selling the brief.

• Break

Breakout groups practice writing a design brief from material supplied by instructor.

Review

• Breakout groups share the briefs they have written.

• Keeping True to the Brief Throughout the Process

• Testing concepts/directions against the brief

• Keeping the team involved

• What do we do if….? How to handle unanticipated changes.

• Testing your solution before seeking approval.

Presenting your solution

• How many solutions do you present anyway?

• Use the brief to get approval.

How to measure results

• Techniques that will work

• Good briefs and measurements will increase your perceived value in the organization

Wrap up

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