- Contractual = This type of brief is when the brief is outlined in a employment contract which the employer has to sign to agree to create something for the client based on the clients requirements. All of the requirements given by the client will be stated in the contract and the signing of this contract means the employer will follow and abide by these requirements.
- Formal = This type of brief is when a employer agrees to arrange a formal meeting with their clients to discuss their initial ideas or proposal of what they want producing. The employer can then record the meeting in various ways so they have on record what they have to produce and what the clients requirements are and what time frame they have to produce the product. For example when you have been asked to produce a promotional video for a external business you would go and visit that business to meet with the clients that got in touch with you and you would have a meeting to discuss what exactly then want in the promotional video.
- Negotiated = This type of brief is when you are with your client and you might help them develop the brief by discussing your ideas which can linked in with their ideas to develop their ideas. Having negotiation skills is very important as you will need them to negotiate with the client about the brief. Also if you have good negotiating skills you will be able to discuss with your client a deadline for the brief and you could possibly make it so it suits you. For example if you had a brief to be completed in 2 weeks you could negotiate with the client to make the deadline extend for a few more weeks as you need a certain amount of time to complete it or you are unable to do it.
- Informal = This is the most unreliable type of brief structures. This type of brief consists of clients contacting you via a phone call, text message or social networking site such as facebook or skype. With this type of brief the clients will send you a message asking if you will create something for them like a promotional poster or website. Also this type of brief means that the client will discuss the requirements with you over the phone. For example if your friend is asking you to create something for them they could just ask you over the phone or social networking rather than face to face.
- Tender = A tender is a type of competition brief. A group of people are selected to do a brief, they are selected by phone call, email or post. When you go to a meeting each person will present their ideas to the client,then they will decide which person from the group they want to complete the brief.
When working to a brief there is a order in which to help generate ideas and processes. The 8 steps are:
1. Generate ideas based upon the key concepts of the brief
2. Assess the ideas: how relevant and workable are they in relation to the brief
3. Identify the strongest (most relevant and workable ideas)
4. Identify any problems or constraints that might arise with each of your ideas
5. What are the potential solutions? research and evaluate potential solutions against the requirements and constraints
6. What further changes would improve the fit to the brief and strengthen the impact of the product
7. Select the strongest idea(s) that best fits the brief and present these to your client(s) using appropriate documentation as required
8. Develop the preferred idea(s) further in response to the clients feedback
Before you start working to the brief you must find out what the requirements are from the client(s) which includes:
- What exactly do they want
- When do they want it for
- You will need the clients contact details
- What content do they want in/on the product
- What is it for/ Whats its purpose
- Who is the target audience for the product
- Also what is the budget/how much money are they able to work with
Once you have received and thoroughly read through the brief you have been given you need to prepare the appropriate pre-production documentation to present to the client to get their feedback before you can actually start to create your chosen product/idea. When presenting your chosen idea(s) to the client you will need the following documentation:
- A list of all your ideas - don't worry if they are good or bad ones it shows how you have developed your ideas throughout the thought process
- A presentation to pitch - a PowerPoint saying what your idea(s) are and what you hope to achieve by the end of production (don't forget to mention your target audience and production schedule)
- Mood boards - a collection of images or text or colour schemes that are relevant to the brief as it will help you develop your ideas further
- Storyboards - if there is filming involved in your product you must create a storyboard for your idea(s) so you know how you want the story to go and look
- Constraints - any problems you have had and the solutions to those problems
- Research - any Internet based and paper based research you have done into what you want to make and if there is already products like it and if there is then say what improvements you will make to your product to make it better than the existing product
- How will you do it? - an explanation of how you will make your product and what things you will need to make it
- Layout Designs - sketches of how you want each part of your product to look, its better to have more designs to show your development throughout the design process
- Preproduction documents - all of your relevant planning documents and any forms that are required.
- Budget - this would be the value of money you have available to you to create your product for your client
- Gantt Chart - a detailed schedule of all the weeks of production and a list of tasks which need to be completed by a certain date
- Overall outline or proposal - a small explanation of what exactly you are going to be doing and how you are going to do it
- Background Details about the client - do some research into your client to see what sort of things they do and to see what there work is like so you can incorporate that into your ideas
- Any research carried out by the client - a collection of documents the client might give to you detailing what sort of thing they want and how they might want it to look
- What they hope to achieve - a paragraph explaining what they hope to achieve at the end of the project
- Target Audience - who is your product aimed at; what age group, what sort of lifestyle will they be living, what area will they be from etc.
If you wish to carry out a live brief in your own time or school/college time then visit www.iamcreative.org.uk where there are a whole range of live briefs waiting to be completed some examples can be found below:
- Brief : The Sun - Redesign The Sun's daily women's section:
The Sun has given I Am Creative a hugely exciting brief for young aspiring journalists to get their teeth into.
The brief asks young people to completely reconsider the women's section of their newspaper, taking it completely apart and then putting it back together from scratch.
An exercise in branding design, journalism and photojournalism, this is a great tool for teaching English, Journalism, Fashion and many more…
some examples of what has already been done for this brief can be found below:
- Brief : Vodafone - Create a Play Zone in the new Vodafone Store:
Vodafone are launching an amazing new destination store to showcase all of it's amazing products, including phones, apps, accessories, games and services such as Red Box: But they need your help. Vodafone want to devote a section of the store to Play and therefore, they are looking for your ideas on a Play Zone that will sit within the store to help make the store more personable and more playful.
They want this zone to add a whole new dimension to the retail experience, so that it isn’t just about upgrading or getting a new phone, it is about coming in for a Saturday afternoon and spending time having fun there, with Vodafone as your host.
Some examples of what has already been done can be found below:
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